Opened on 24 December 1904 as the London Coliseum Theatre of Varieties, it was designed by the architect Frank Matcham for the impresario Oswald Stoll.After being used for variety shows, musical comedies, and stage plays for many years, then as a cinema screening films in the Cinerama format between 1963 and 1968, the Sadler's Wells Opera Company moved into the building in 1968.[4] Matcham built the theatre for the theatrical impresario Sir Oswald Stoll and had the ambition of it being the largest and finest "People’s palace of entertainment" of the age."[5] The description continues: "Lavish foyer and circulation areas with marble facings, culminating in vast 3-tier auditorium with wealth of eclectic classical detail of Byzantine opulence, some motifs such as the squat columns dividing the lowest tier of slip boxes, backing the stalls, almost Sullivanesque; pairs of 2-tiered bow fronted boxes with domed canopies at gallery level and semi-domed, Ionic-columned pairs of 2 tiered orchestra boxes, contained in arched and pedimented frames surmounted by sculptural groups with lion-drawn chariots.Prior to Sadler's Wells Opera Company taking over the Coliseum in 1968, the house was "fully restored, redecorated, and a large orchestra pit installed".The greatest sensation at this time was the showing of King Kong which ran at the Coliseum for months with 10,000 people seeing the film there every day.Beginning on 16 July 1963, the theatre was renamed the Coliseum Cinerama, with the UK premiere of The Wonderful World of the Brothers Grimm.