Alabama Theatre

What Alabama Theatre does

Alabama Theatre is a 501(c)(3) nonprofit operating a 1927 historic movie palace in Birmingham, Alabama, owned and managed by Birmingham Landmarks, Inc. The 2,164-seat venue functions as a multi-format performing arts center, hosting concerts, classic films, ballet, comedy, and touring productions, in addition to private rental events (weddings, corporate functions). It also operates the adjacent Lyric Theatre and the Hill Event Center, and exposes visitors to its rare Mighty Wurlitzer organ (Wurlitzer Opus 1783), one of approximately 25 still in existence. The organization serves the Birmingham metro and broader Alabama region, drawing roughly 150,000 visitors per year across 150+ events.

The business model blends earned and contributed revenue: ticket sales distributed through Ticketmaster, venue and event rentals, on-site concessions, paid public tours of the theater and organ, and the tiered Showplace Society membership program ($100–$1,000). Contributed revenue includes individual and corporate donations, partnerships with the Community Foundation of Greater Birmingham and the Linn-Henley Charitable Trust, and regional sponsorship from Regions Bank. The Forever Fund endowment drive targets $5M in principal to generate approximately $200K of annualized income, intended to address chronic capital-maintenance shortfalls — the venue has historically operated in the black annually but without sufficient surplus for major capital projects such as the recent HVAC ($660K), restroom ($450K), and marquee sign (~ $200K) upgrades.

Operational stewardship is central: the building has been on the National Register of Historic Places since 1979 and was designated the Official Historic Theatre of Alabama by the state legislature in 1993. The organization maintains the asset through a mix of earned programming, donor cultivation, and specialist partnerships (e.g., A.E. Schlueter Organ Company for the Wurlitzer console restoration). Beyond cultural preservation, the venue functions as a tourism and civic anchor, and its donor-supported, nonprofit structure is core to how the business is financed and governed rather than incidental to it.

Name

Alabama Theatre

Legal name

Birmingham Landmarks, Inc.

Website

https://alabamatheatre.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

Alabama Theatre is a 1927 historic movie palace in Birmingham, Alabama, operated by Birmingham Landmarks as a 501(c)(3) nonprofit, hosting concerts, classic films, ballet, comedy, and private events for approximately 150,000 annual visitors.

Ownership category

akta.pro rank

Product category

Performing Arts Venue

NAICS

Theater Companies and Dinner Theaters (711110), Performing Arts Companies (7111), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Motion Picture Theaters (7830), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

akta.pro secondary industries

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Live entertainment venue
• Performing arts theater
• Historic movie palace
• Concert event hosting
• Classic film screenings

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Revenue from concerts, classic movies, ballet performances, comedy shows, and speaking events sold through Ticketmaster and at the box office.
2. Venue Rentals and Event Booking: Private event bookings including weddings, parties, corporate events, and performances at the Alabama Theatre and Hill Event Center. The theatre has 2,164 sellable seats available for rental.
3. Showplace Society Memberships: Annual membership program with four tiers (Bronze $100, Silver $250, Gold $500, Platinum $1,000) offering benefits including presale access, popcorn/drink vouchers, and film series tickets.
4. Concessions: In-house concessions including food and beverages available during events.
5. Donations and Endowment: Charitable donations from individuals supporting preservation and maintenance of the historic venue. The Forever Fund endowment managed by Regions Bank aims for $5 million to generate $200,000/year for major maintenance.
6. Theatre Tours: Private guided tours of the Alabama and Lyric Theatres with fees ranging from $200-$350 depending on weekdays/weekends and whether touring one or both venues.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Alabama Theatre is a 2,164-seat historic performing arts venue in downtown Birmingham that hosts live concerts, classic movie screenings with Mighty Wurlitzer organ accompaniment, ballet, comedy shows, and speaking events. The venue also offers private event rentals (weddings, corporate events), guided historic tours, and a tiered membership program (Showplace Society). Operations are supplemented by concessions and an endowment/donation program for historic preservation.

Product overview

Alabama Theatre is a single historic venue (built 1927) operated by Birmingham Landmarks, Inc. as a 501(c)(3) nonprofit. The primary offering is the Alabama Theatre itself—a 2,164-seat movie palace and performing arts venue hosting concerts, classic movies with the Mighty Wurlitzer organ, ballet, comedy, and speaking events. Ancillary offerings include private tours, venue rental for private events, and the Showplace Society membership program (Bronze through Platinum tiers) providing presale access and concessions. The adjacent Hill Event Center is temporarily unavailable due to renovation.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Performance Events The Alabama Theatre presents live concerts, ballet performances, comedy shows, and speaking events featuring touring artists and resident ensembles including the Alabama Symphony and Alabama Ballet. Performers have included Ashley McBryde, Air Supply (50th anniversary tour), NUTCRACKER! Magical Christmas Ballet, Gary Owen, Brad Williams, Jeff Arcuri, and John Green. Tickets are sold through Ticketmaster and at the venue box office.
• Classic Movie Screenings Nostalgic classic film presentations featuring sing-a-longs, costume events, and performances on the Mighty Wurlitzer theatre organ "Big Bertha". Holiday traditions such as It's A Wonderful Life are central to the programming.
• Venue Rental Rental of the 2,164-seat Alabama Theatre for weddings, parties, corporate events, and performances. The venue includes concessions, dressing rooms, and in-house lighting/audio equipment. Direct booking through [email protected].
• Theatre Tours Private guided tours of the Alabama Theatre (and combined tours with the Lyric Theatre) covering history, architectural features, and demonstrations of the Mighty Wurlitzer organ 'Big Bertha'. Weekday pricing starts at $200 (one theatre) up to 20 guests; combined weekend tours up to $350.
• Showplace Society Membership Annual membership program with four tiers offering benefits including exclusive presale access at Alabama Theatre and Lyric events, popcorn and soft drink vouchers, and Summer/Holiday Film Series tickets. The Linn-Henley Charitable Trust matches membership dollars dollar-for-dollar up to $50,000 per year for the first 10 years.
• Concessions In-house concessions service providing food and beverages to event attendees during performances at the Alabama Theatre.

Quantifiable outcome

• Hosts 150+ events per year
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• A.E. Schlueter Pipe Organ Co.coreTechnology or IntegrationA.E. Schlueter Pipe Organ Co. in Lithonia, GA performed console renovations and repairs on Big Bertha, the Mighty Wurlitzer organ, in 2024.
• TicketmastercoreChannel Partner/ Reseller/ DistributorTicketmaster serves as the primary ticketing platform for all events at the Alabama Theatre. The venue is a Ticketmaster facility and only honors tickets purchased directly through Ticketmaster.
• Lyric TheatrecoreStrategic or Co-development PartnerThe Lyric Theatre (opened 1914) is another historic vaudeville theatre operated by Birmingham Landmarks, Inc. Also in Birmingham's Theatre District, it seats 750 guests and reopened in 2016 following multi-million dollar restoration.

Scale indicators10 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Lyric Theatre (Birmingham): The 1914 historic vaudeville theatre reopened in 2016 and operated by the same parent, Birmingham Landmarks, Inc., under the Alabama Theatre. Same operator, same city, complementary 750-seat venue offering directly comparable programming, rental, and membership economics.

Regional players

• Tivoli Theatre (Chattanooga): Historic 1921 theatre in Chattanooga presenting concerts, films, and community events under a preservation-oriented operating model. Comparable as a Southeast regional nonprofit historic theatre with mixed ticketed-event and rental revenue.
• Saenger Theatre (Mobile, AL): 1920s-era movie palace in Mobile, Alabama hosting concerts, Broadway tours, and classic films. Directly comparable as a same-state, same-era historic theatre venue with similar touring-artist and rental programming model.
• Tennessee Theatre (Knoxville): 1928 historic movie palace in Knoxville operating as a nonprofit performing arts venue with touring concerts, Broadway, and classic films. Highly comparable in scale, era, preservation-driven capex profile, and Southeast U.S. nonprofit venue model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/altheatre

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alabama Theatre