90 Years Ago Today: Dante’s “Sim Sala Bim” Opened in London

 On August 10, 1936, one of the Golden Age of Magic’s most celebrated productions opened at London’s Alhambra Theatre.

Legendary illusionist Dante presented his spectacular production under the title The Sim Sala Bim Show, combining grand illusions, comedy, music, lavish scenery and an enormous cast of assistants. The production became an immediate success and helped transform three unusual words into one of magic’s most recognizable phrases.

Ninety years later, “Sim Sala Bim” remains inseparable from Dante’s remarkable legacy.

Who Was Dante the Magician?

Dante was the stage name of Harry August Jansen, a Danish-born magician who became one of the most successful touring illusionists of the early 20th century.

After moving to the United States as a child, Jansen began performing professionally and eventually attracted the attention of Howard Thurston. The famous illusionist employed Jansen to help produce and operate a second Thurston touring company.

Thurston gave Jansen the name Dante, which had previously been used by magician Oscar Eliason. Under that new identity, Jansen developed a commanding stage character and eventually emerged as an international star in his own right.

Dante’s productions were far more than collections of individual magic tricks. They were elaborate theatrical revues featuring music, comedy, costumes, scenery, dance and large-scale illusions. His touring company sometimes included between 25 and 40 performers, allowing him to create a spectacle that rivaled many major theatrical productions of the period.

“Sim Sala Bim” Becomes Dante’s Magical Trademark

Dante began using “Sim Sala Bim” as a magical incantation years before the 1936 London engagement.

According to a detailed biographical account presented by the Chicago Magic Lounge, the words were inspired by a song Dante remembered from his childhood in Denmark. He began using the phrase onstage in place of more familiar magical expressions such as “abracadabra.”

The words became his signature. Dante would reportedly use them during performances and to acknowledge the audience’s applause.

By 1936, the phrase had become the perfect title for a production designed to introduce London audiences to Dante’s distinctive combination of mystery, comedy and theatrical extravagance.

Dante Brings a New Spectacle to London

Dante’s ambition to perform in London became a reality on August 10, 1936, when his show opened at the Alhambra Theatre.

The production arrived with elaborate silk backdrops, colorful stage equipment and illusions developed during Dante’s extensive international travels. Some of the show’s scenery was created in Japan, while costumes and theatrical props had been acquired or constructed during his travels through China.

Dante also adjusted portions of the production to appeal specifically to British audiences. The result was not simply an imported touring show but a carefully shaped theatrical experience created for its London engagement.

According to the International Magicians Society’s historical account, the production earned enthusiastic newspaper reviews and quickly became a success.

A Grand Finale Filled With Water and Light

One of the production’s most memorable sequences was its spectacular water-fountain finale.

As Dante moved across the stage, fountains seemingly appeared wherever he directed his magic. The sequence continued growing until the stage was filled with streams of water illuminated by colorful theatrical lighting.

Combined with orchestral music, scenery and Dante’s large company of performers, the finale demonstrated his ability to turn a magic show into a genuine theatrical spectacle.

Modern illusion shows frequently combine magic with choreography, lighting, music, comedy and storytelling. Dante was already creating that type of immersive production decades earlier, transporting enormous quantities of scenery and equipment across countries and continents.

The real secret to Sim Sala Bim was not any single illusion. It was Dante’s understanding that audiences remembered the complete experience.

Moi-Yo Miller’s Essential Role in “Sim Sala Bim”

Dante’s success was also supported by the extraordinary work of Moi-Yo Miller, his principal assistant and an essential member of the production.

Born Mona Loretta Miller in Australia, she joined Dante’s company as a young performer and remained part of his professional life for many years. Her skill, stage presence and willingness to perform demanding illusion roles helped make her one of the most respected assistants in magic history.

Miller was not simply someone who appeared beside the magician. She was an accomplished theatrical performer whose timing and presentation contributed significantly to the success of Dante’s illusions.

Her work is an important part of the Sim Sala Bim legacy and a reminder that large illusion productions depend upon the talents of the entire company.

From London to Broadway

Following the success of his British engagement, Dante continued touring throughout England, Scotland and Ireland. Sim Sala Bim eventually traveled to additional European countries before the growing threat of World War II forced Dante and his company to leave the continent.

Dante later rebuilt the production in the United States and brought Sim Sala Bim to Broadway’s Morosco Theatre. The Broadway engagement opened on September 9, 1940, and played 54 performances through October 20, according to the Internet Broadway Database.

The production credited Harry A. Jansen—Dante’s real name—as producer and director, with Dante starring as the magician and Moi-Yo Miller appearing as his assistant.

The Last Great Magician of the Golden Age

Dante is often remembered as one of the final great touring illusionists from magic’s Golden Age.

He performed internationally, appeared in motion pictures and presented a production of a size that would be enormously difficult and expensive to tour today. Even familiar illusions felt new because Dante surrounded them with distinctive scenery, comedy and showmanship.

His famous phrase also outlived the original production. “Sim Sala Bim” became part of popular culture and continues to be associated with magicians, magic words and theatrical enchantment.

On August 10, 1936, London audiences witnessed the opening of a production that represented Dante’s grand vision of what a magic show could become. Ninety years later, Sim Sala Bim remains an important chapter in theatrical magic history—and Dante remains a powerful example of how unforgettable presentation can turn a magician into a legend.