William Morton (24 January 1838 – 5 July 1938) was an amusement caterer, a theatre and cinema manager in England for 70 years. After an erratic start in Southport, Morton's career stabilised when he took on struggling illusionists Maskelyne and Cooke. He developed their careers, managed them for sixteen years, established them in the heart of London and presented them by Royal Command for Prince George's 14th birthday. For sixteen years he was manager of the Greenwich Theatre where he further speculated, developing theatrical businesses in southeast London and the provinces.