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Built as an intimate cabaret type theatre known as the Variete Flora, seating was on one level. Early demonstrations of moving pictures were held here in 1899. It had a decorated barrel-vaulted ceiling, but no stage house for flying scenery. Cabaret was very popular here in the 1920’s and 1930’s but it eventuallty went over to cinema use.
In 1975 it became the permanent home in Amsterdam for Walt Disney films both old and new and was known as the Flora Disney Theatre. After 1980 it reverted back to regular film programmes but this was short lived.
It was converted into what became Amsterdam’s most famous, popular and some would say notorious gay disco called iT which operated for 20 years. On the death of its owner Manfred Langer in 2002 it closed. It was re-vamped and renovated under new ownership, re-opening as a straight disco, which failed miserably to attract the crowds. It was demolished in January/February 2006.
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