Loew's State Theatre

1540 Broadway,
New York, NY 10036

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Al Alvarez
Al Alvarez on May 21, 2018 at 8:11 am

The X was the only rating that could be self imposed without even submitting the film. Studios fought the rating in the late seventies and eighties, but they sought it in the early days when it was box office bait. Once you advertised the film as ‘X’ you could not change it for a year even if you had been awarded an R. Variety says “COWBOY” originally got an R and UA went with an X anyway. They eventually went back to the R when many malls started banning X films. “A CLOCKWORK ORANGE”, for example, was cut and re-submitted a year after the first release.

NYer
NYer on May 21, 2018 at 5:20 am

“It was allowed to revert to the “R” rating a year later, as per the rules.”

What rules? Directors and Producers have fought the X for years and had to cut to get their R’s. They were never allowed to just change the ratings on their own.

I shall defer to Mr A, but boy is there is huge amount of misinformation about it. According to a 2011 article about the ratings, “David Picker, who was then president of production at the studio and oversaw Cowboy. "We didn’t even submit it. I rated it X.”

Then it says …“Two years later — also without UA ever asking — the ratings board reclassified the best picture-winning Cowboy with an R rating”

Why would the MPAA just voluntarily give it an R while the MPAA database only has “Midnight Cowboy” as Title: Midnight Cowboy (1971)Rating:R Certificate #:22039 Edited for re-rating

Supposedly it was never cut to receive the R and what was it re-rated from if the MPAA never awarded an X in the first place? Maybe it’s just me.

https://www.hollywoodreporter.com/news/a-history-x-nc-17-250126

Al Alvarez
Al Alvarez on May 20, 2018 at 9:31 pm

“MIDNIGHT COWBOY” never got an “X”. It received an “R” rating and decided to go with the “X” instead. It was allowed to revert to the “R” rating a year later, as per the rules.

NYer
NYer on May 20, 2018 at 9:25 pm

Even though the MPAA didn’t copyright the X, they did award films with it. “Midnight Cowboy” was submitted by United Artists and was the first studio film to receive it. Later, after it won The Oscar it was resubmitted and reduced to R without a cut.

Al Alvarez
Al Alvarez on May 20, 2018 at 7:54 pm

“MIDNIGHT COWBOY” had a self imposed X rating and became a big hit. Jack Valenti did more for X-rated films by attacking this film than he could have possibly imagined. After this film became a hit, mainstream Hollywood studios (Universal & Fox), self imposed X-ratings on many of their movies and were greatly rewarded for it by the boxoffice.

NYer
NYer on May 20, 2018 at 7:21 pm

“Without A Stitch” ad is here on page 4 in the Loews State photo section. It’s rated X, in fact, they claim an XX. The MPAA didn’t copyright the X rating thus distributors were self rating and when films went hardcore they started the XXX.

Mike (saps)
Mike (saps) on May 20, 2018 at 4:22 pm

Ah, the ‘70s….

Al Alvarez
Al Alvarez on May 20, 2018 at 4:01 pm

“WITHOUT A STITCH” opened at the State and the Cine (Orpheum 2) in January 1970. It was rated X at the time.

vindanpar
vindanpar on May 20, 2018 at 2:23 pm

When and where did Without A Stitch play?

I remember seeing something said by Jack Valenti how disappointing it was seeing a film like this playing on Broadway. Maybe it was X at the time though a poster I saw said R.

Ed Solero
Ed Solero on April 7, 2018 at 1:46 pm

Fantastic pic, with amazing detail when you zoom in on the full size and do a little panning and scanning. Thanks for sharing the find, David!

DavidZornig
DavidZornig on April 6, 2018 at 4:01 pm

Shorpy link with a 1949 photo. Be sure to click on View Full Size.

http://www.shorpy.com/node/23240

Al Alvarez
Al Alvarez on March 27, 2018 at 10:28 pm

The Christmas 1969 film at the State One was “Gaily, Gaily” with Beau Bridges. A rare film to find today.

vindanpar
vindanpar on March 27, 2018 at 9:40 pm

Per the posted ad for Dr Dolittle comment:State I was the orchestra and State II was the balcony.

By Christmas ‘69 neither film was at this theater. Chitty Chitty was long gone. I saw it summer of '69 at a drive-in and Oliver went into wide release for Christmas '69 and was no longer a reserved seat attraction at least in NY. Paint Your Wagon was the reserved seat attraction in State II in '69 and the last one ever at Loew’s State. I think the X rated Without a Stitch(somebody correct me if I’m wrong) might have been the State I Christmas film heralding in the Times Square squalor of 70s drugs and exploitation.

I saw Dolittle in the suburbs at Christmas time ‘68 and knew even as a child it was a dog. Tried watching it on DVD and stopped at the intermission with no desire to go back to it. Funny because it has a very good score. Even Bobby Darin put out a good album of the songs. It’s probably the reason Tommy Tune tried to make it into a stage musical which didn’t make it to Broadway.

Once the reviews came out the box office must have just died. But it made a spectacular billboard across the street above the Astor and Victoria. Remember seeing it on my way with my family to The Happiest Millionaire at the Music Hall. Somebody must have a photo of that.

DavidZornig
DavidZornig on March 22, 2018 at 11:44 am

1958 photo added via Al Ponte’s Time Machine-New York Facebook page.

SethLewis
SethLewis on February 14, 2018 at 3:39 am

I agree Paint Your Wagon much maligned as a movie…probably miscast in terms of talent for musicals but the story, the songs are great and Lee Marvin Clint Eastwood Jean Seberg can only be faulted for a lack of chemistry

DavidZornig
DavidZornig on February 13, 2018 at 7:44 pm

1962 photo added via Raymond Storey.

vindanpar
vindanpar on November 27, 2017 at 7:44 pm

Paint Your Wagon is another film that should have been shot in 70MM. As in Camelot Truscott’s wonderful work never got the photography it should have. In Cecil Beaton’s diaries he talks about the opening night world premiere at Loew’s State, how dreadful the film is and fleeing at intermission. Actually the complete roadshow film is very entertaining and the stereophonic score is stunning.

Note the mail order ad says 70MM and the opening day ad says Panavision.

How can you not like Lee Marvin singing Wanderin' Star with a great back up male chorus that could never be used on stage? The same with Maria. Some great songs here.

davidcoppock
davidcoppock on August 22, 2017 at 8:57 am

Thank you very much!!

davidcoppock
davidcoppock on August 22, 2017 at 6:25 am

Is this the theatre Elvis Presley worked at(as a usher?) before he was famous?

Mike (saps)
Mike (saps) on April 14, 2017 at 12:02 am

I wish I knew as much about classic movie houses then as I know now. I would have made it a point to visit every single remaining one a least once. And the ones I really did the visit over the years I would have paid closer attention to, savoring the experience.

That said, I knew enough by 1987 to be at the last show of the upstairs Loews State 2 so that I could get one last look at the proscenium, ceiling, fixtures…which I did indeed savor …

theatrefan
theatrefan on April 13, 2017 at 4:00 pm

Those sure were the good old days!

markp
markp on April 12, 2017 at 2:13 pm

I must admit it was better when all the grind houses were there.

WilliamMcQuade
WilliamMcQuade on April 11, 2017 at 11:14 pm

Times Square is now nothing more than a Disneyland for adults . It is a shell of what it used to be. It is a tourist trap. By the way,I live in NY and avoid it like the plague.

Mike (saps)
Mike (saps) on April 11, 2017 at 10:39 pm

I just checked out this page for the first time in a while, and there are so many great new photographs in the photo section… Thanks everybody, it really is the users' contributions that make this one of my favorite sites.

Al Alvarez
Al Alvarez on April 10, 2017 at 8:39 pm

Do you really think that a generation of kids leaving the museum thinking that the leaping figures were running from KING KONG is a good idea? Really?