IN recent years, efforts to stage traditional end-of-the-pier farce for Bournemouth's holiday crowds has all too often ended in empty seats and red faces. Not surprising, then, that this year sees a change of tack and on May 10 the town's Pier Theatre sees the opening of a lengthy summer season featuring good old-fashioned variety entertainment.

The show, Hooked On Laughter, is headlined by comedian, singer and impressionist Phil Lowen, who has already played successful summer seasons in Torquay and Eastbourne.

Joining him on stage will be scouse comic Bob Taylor, West End vocalist Mitchell Armstrong, singer and ventriloquist Wendy Abrahams, vocalist Vicki Collier, Vizage, who recently won first prize in the Blackpool Illusionists Awards, and Danze Chique, featuring dancers from Bournemouth's own Stage Door School of Dancing.

Although it hardly sounds cutting edge, Hooked on Laughter sports a cast that deliver the kind of tried and tested entertainment that routinely finds an audience.

The extraordinary success of last year's Sunday night show at the Pier, featuring '60s singers Susan Maughan and The Bachelors, together with comedian Stu Francis and a magic act, surprised many.

But if that show was exploiting a gap in the market then Hooked on Laughter should easily attract the same audience.

What remains to be seen, of course, is whether it can sustain interest over a season that will stretch to 75 performances.

Producer and director Colin Matthews is confident that the audience is there. "I really believe there is a gap in the market for this kind of thing," he says.

He also believes in investing in the product, saying: "We go for the 'wow' factor. We don't believe in cutting corners. If you're prepared to spend a bit on the production it pays dividends."

Initially Hooked on laughter will run three nights a week - Tuesdays, Wednesdays and Thursdays - before switching to five nights at the height of the season.

There will also be a series of one-night weekend shows at the pier this summer starting with a concert by '60s group The Barron Knights on Saturday.

Others due to appear include Chas and Dave and Roy Hudd and Jimmy Cricket.

For bookings and further information call 0870 111 3000.