Rivoli Theatre
1620 Broadway,
New York,
NY
10019
1620 Broadway,
New York,
NY
10019
49 people
favorited this theater
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In Ross Melnick’s book “AMERICAN SHOWMAN” he mentions that Roxy had been using scent at the Rialto in December 1916.
Apparently the 1960-era “Smell-O-Vision” gadget that wafted odors to match the action on the screen in “Scent of Mystery” wasn’t so new, according to this article from the Rivoli’s opening:
“Another and in this case an entirely novel feature of The Rivoli will be the introduction of perfume to supplement the appeal made to the other senses. Several thousand dollars have been expended on a newly devised compressor plant which operates in connection with an intricate system of atomizers and by means of which any delicate odor desired can be wafted instantly to all parts of the house; incense for Oriental scenes, clover and new mown hay when the stage setting reveals a country landscape at dusk, a myriad variety of floral scents if a garden is to be suggested, and any other blending of odors so long as they are aesthetically possible and have a definite suggestive value.”
The rest of the article reads:
“In the way of stage setting and scenic effects Mr. Rothapfel will have far greater scope for his ingenuity than he has had heretofore. For the opening of the theater the stage setting will be known as "The Conservatory of Jewels.” It will consist of a dome within a dome, each studded with huge crystal gems after the manner of the celebrated Tower of Jewels at the Panama Pacific Exposition. These will flash with kaleidoscopic effect when the light plays upon them from the front and will glow softly in their several colors when another set of lights is brought into play behind them. The base of the inner dome will be incrusted with a fine jeweled mosaic and at the rear of the scene the eye will be led away in perspective down a magnificent avenue of palms. The brightest jewel of all of course will be the screen and this will be arranged so that it fits in as a component part of the stage picture. There will be two sets of curtains, a screen curtain and a tableau curtairf, thus adding another innovation to houses of this character.
Fifty in Orchestra
“So far as music is concerned, interest in the new theater centers largely around the orchestra. Mr. Rothapfel announces that it will consist of approximately fifty musicians, under the general direction of Hugo Riesenfeld, though except on special occasions Dr. Riesenfeld will continue to conduct at The Rialto. Unusual interest has been stimulated by the announcement that once each week the orchestras of The Rivoli and The Rialto will be combined in what is to be known as the Rothapfel Symphony Orchestra, of a hundred or more pieces, which will render a popular symphony concert in the new theater. Members of both orchestras will be liable for duty at either theater and the conductors and assistant conductors will interchange duties also upon occasion. Just as the conductors at the Metropolitan Opera House are called upon to interpret those compositions best suited to their special training, so the men handling the batons at The Rialto and The Rivoli will be assigned to whichever program will best bring out their particular capabilities. The grand pipe organ at The Rivoli is the largest and most complete ever installed in any theater in the world. It was built by the Austin Organ Company, of Hartford, Conn., and delivered at the theater on four huge auto trucks, in order to avoid possible delay because of freight tie-ups. It is equipped with every attachment known to the organ builder’s art and will supply adequate musical atmosphere for those performances at which the orchestra is not present.”
To think that the Rivoli was still in operation when I first went to NYC in 1971 makes me sad that I didn’t go there, at least I would have seen one of the legendary showcases before they were all destroyed! I know nothing stays the same in this world but I sometimes get very nostalgic for the great days of going to the movies, I’m just old enough to remember how great it was compared to today’s banality.
My grandmother took me to see Cleopatra here in the summer of 1963. I’m not sure which amazed me the most: the movie or the incredibly beautiful theater. I remember that the sound system was fantastic.
I was 8 years old during the summer of 1975 and my father took me to see “Jaws"at this fantastic theatre.I remember that it was big inside.Never saw another movie there again.
All that work, and the place was shuttered a mere 5 years later.
I recall an even earlier ad in Variety in which the “Cleopatra” cast consisted of Joan Collins, Stephen Boyd and Peter Finch. I’d forgotten that Collins was the first to drop out. Or perhaps, as the budget escalated, Fox opted to replace her by (famously) agreeing to pay Elizabeth Taylor the $1 million she asked for.
Talk about wishful thinking. This ad from August 1960 in Boxoffice magazine announces that “Cleopatra” will be in theaters in June 1961. Of course it didn’t get finished until June 1963, with a completely new cast (except for Liz), director and screenwriter.
AMEN!
Pretty fascinating read, Tinseltoes. Thanks for the link. It must have been a pretty remarkable time to be in the business of motion picture exhibitions, particularly in the big houses along Broadway. The excitement of new technology, tempered by the terror of television’s increasing drawing power hanging in the air… It is regrettable that architectural splendor was sacrificed in the name of progress and trying to breathe new life into grand old theaters like the Rivoli, but in the end, it was all pounded to dust anyway. All we are left today is the melancholy that comes with looking back and reading vintage articles such as this one.
I couldn’t agree more Dennis! I sure do miss those days.
When I see pictures of this theatre, I realize and remember what movie going was really like. I feel sorry for the people who only know of the multiplexes. Of course, many people do not know how to behave in movie theatres any more either. I just remember sitting in the loge of the Rivoli as the overature would start and the lights would dim before one of those great “roadshow presentation” attractions.
Regarding the Todd-AO conversion cover, there are articles about the conversion of the theatre and the booths also in that section of the magazine. Thanks for the link!
For Whom the Bell Tolls was the next picture Ingrid Bergman made after Casablanca; she had cut her hair for the Hemingway movie, and was unable to do any retakes on Casablanca, specifically scenes featuring the 1931 song As Time Goes By, which producer Hal Wallis had wanted to replace with an original tune; but because Bergman was unavailable he had to stick with As Time Goes By, which of course became an enormous hit and an iconic symbol of a great motion picture and since 1998 used as the Warner Bros. fanfare.
Thank God Ingrid cut her hair!
Isn’t that the old Rialto?
LOGAN5…Somewhere on this site are pictures of opening night..I was there….
“The Great Waldo Pepper” premiered at the Rivoli Theatre (1620 Broadway) on Wednesday March 12, 1975 and went into wide release in the U.S. the next day.
sorry, I should have clarified that I knew that the 1969 X was not on par w/ XXX. But in 1969 X still was something. And this film was in wide release at multiple theatres, including the 42nd St House. Again, my apologies
“X” as in “Midnight Cowboy’s rating. Equivalent to today’s "NC-17” – although now would probably get an “R” rating – and by no means tantamount to XXX or pornography.
“De Sade” was an American International Release that played mainstream theatres and drive-in nationwide when X was still mild.
Seems the Rivoli went X back in 1969. Before the December 1969 premiere of “Hello,Dolly!”,in November a film starring Kier Dullea entitled “de Sade” was playing the theatre. That same film could also be seen at one of the 42nd St grindhouses.
As per the Village Voice, April 3, 1969-“Sweet Charity” at the UA Rivoli, 3 shows everyday Easter Week! Showtimes: 10:00 AM, 2:30, and 8:30 PM. You could get tickets at the box office or by mail
September 11, 1978, as per The Village Voice, 2001: A Space Odyssey was playing at the UA Rivoli Theatre in 70 MM-6 Track Stereo
A re-issue of Gone With The Wind was the attraction before the Gala Premiere of Star! which was on October 22, 1968
Phone number for the theatre was CI 7-1699.There are glimpses of the Rivoli marquee at night in the opening credits of an ABC television show from 1967 called N.Y.P.D..A police car is crusing down Broadway at night-rather quickly- and the theatre appears on the left side of the screen,right after a shot of The Winter Garden,where Mame was playing at the time. The theatre also shows up in an Al Pacino film, cant recall the title,but Al is walking down Broadway late at night,and walks under the marquee of the Rivoli, Star! was playing there at the time, so late 1968 to early 1969 is the time frame