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This paper provides an overview of the key role played by amateur societies in the development of musical theatre in New Zealand, focusing on Auckland's longest-established society, Auckland Music Theatre Inc., founded in 1919 as the Auckland Amateur Operatic Society. From 19192007 the Society staged 160 productions, in a list that embraces American, British, French, German and New Zealand musicals. John Cowie Reid (191672), the distinguished author, theatre critic and film reviewer who was Professor and Head of the English Department at the University of Auckland from 1968 until his untimely death, stated, in a 1972 public lecture, Amateurism is a very important element in our artistic heritageas long as it is not amateurish. This reflects the ethos of amateur societies in Auckland as the strength, quality and dynamic history of musical theatre continues to evolve, substantiating the view that amateurism does not necessarily equate with amateurish.