The Alexandra Theatre, Bognor Regis, with its rich but sometimes turbulent history, presents a fascinating case study in the challenges faced by smaller, regional theatres. To explore how it might have thrived by embracing alternative performance styles and programming, we need to consider the socio-cultural context and the theatre's own limitations. Its initial success in the early 20th century, attracting audiences with variety shows, musical acts, and touring plays, highlights a versatility that could have been further developed. However, the decline in the mid-20th century suggests a rigidity in programming that may have contributed to its struggles.

Had the Alexandra Theatre embraced alternative performance styles, several pathways to success might have opened up. Firstly, incorporating early forms of cinema would have provided an additional revenue stream and attracted a wider demographic. Silent films accompanied by live musical performances were popular in the theatre's early years, but a more sustained integration of cinematic arts, perhaps with regular film screenings alongside live performances, could have broadened its appeal. This could have been further enhanced by adopting newer cinematic technologies as they emerged.

Secondly, embracing the burgeoning popularity of music genres beyond traditional musical theatre would have been crucial. The rise of rock and roll, pop music, and other contemporary forms in the latter half of the 20th century created enormous audiences. Had the Alexandra Theatre hosted concerts, gigs, and smaller music events, it could have tapped into these trends and ensured a consistent flow of revenue and younger audiences. This might have involved collaborations with local bands and promoters to develop a vibrant music scene within the theatre.

Thirdly, the exploration of experimental theatre and performance art could have added a unique element to its programming. The postwar period saw the rise of avant-garde movements, including happenings, performance art, and experimental theatre styles. While such ventures might have carried some risk, the potential for attracting niche audiences and establishing the theatre as a hub for artistic innovation could have been significant. This could have been complemented by workshops, residencies for artists, and collaborative projects with local arts organizations.

Fourthly, diversification beyond live performances was key. The Alexandra Theatre could have incorporated other community-focused activities to increase its usage and revenue. This might have involved hosting conferences, lectures, workshops, film festivals, art exhibitions, and even community gatherings. Such diverse programming could have made the theatre a vital part of the town's social fabric and attracted a wider range of visitors.

Furthermore, proactive engagement with technology and marketing would have been essential. The adoption of digital ticketing systems, online advertising, and social media marketing could have expanded the reach of the theatre's programming and improved its communication with potential audiences. An active online presence would have been crucial in attracting younger demographics and promoting its diverse programming.

Finally, strong community partnerships were crucial. Collaborating with local schools, universities, and other cultural organizations could have ensured a sustained pipeline of talent and engagement. Joint productions, educational programs, and community outreach initiatives would have strengthened the theatre's connection with the town and fostered a sense of ownership among residents.

However, there were also limitations. The size and physical structure of the Alexandra Theatre might have presented challenges in accommodating certain types of performance. The financial resources available, especially during periods of economic downturn, could have constrained ambitious programming. Competition from larger theatres in neighboring towns could have also presented a challenge. Nevertheless, a more flexible and adaptable approach to programming, combined with proactive marketing and community engagement, could have significantly improved the theatre's longevity and overall success. Instead of focusing solely on traditional theatre, a diversified and inclusive programming strategy would have likely secured its place as a vibrant cultural hub for the community.