Loew's New York Theatre and Roof

1514-1516 Broadway,
New York, NY 10036

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Loew's New York Theatre and Roof

Viewing: Photo | Street View

In 1895, showman Oscar Hammerstein opened his colossal Olympia, a block-wide complex on the east side of Broadway between 44th and 45th Streets that included two theatres, a concert hall, a roof garden, billiards and bowling facilities, and other attractions. The project proved a quick failure and bankrupted Hammerstein. New owners took over and remodeled the Olympia into three theatres.

The 2,800-seat Olympia Music Hall, which had six tiers of boxes and five balconies, was reduced to a 1,675-seat playhouse called the New York Theatre. The Olympia’s other playhouse, the Lyrio, was re-named Criterion. The roof garden was enclosed into a conventional 925-seat heatre and re-named Jardin de Paris, becoming home for the first editions of Florenz Ziegfeld’s “Follies”.

In 1915, Marcus Loew, still years away from becoming a mogul, took over the New York Theatre and Roof and converted them into cinemas. Both theatres showed the same movies, but on staggered schedules. The films were subsequent-run, and the programs changed frequently, initially on a daily basis and later three times a week. Admission prices were the lowest on Broadway, from 10 to 15 cents depending on time of day.

The policy continued until 1935, when the buildings were demolished to make way for a new cinema called the Criterion and retail/restaurant space. In its twenty years of operation, Loew’s New York and Roof reportedly sold 50 million tickets. Many of its patrons were regulars who never missed a show. It was also a favorite of people who worked in the “legit” theatres and went there to kill time between matinee and evening performances or afterwards. The New York’s last complete show started at 11PM and the Roof’s at midnight.

Contributed by Warren G. Harris

Recent comments (view all 33 comments)

Al Alvarez
Al Alvarez on December 9, 2010 at 8:43 am

This photo used to be available to see here.

View link

New York Theatre & Annex should be an aka.

TLSLOEWS
TLSLOEWS on December 29, 2010 at 7:14 pm

Thanks Al great vintage photo.

TLSLOEWS
TLSLOEWS on March 27, 2011 at 9:27 pm

Relinking to see if there is anymore info.

TLSLOEWS
TLSLOEWS on May 8, 2011 at 5:18 pm

Marcus Loew was born on this date in 1870.

Cimarron
Cimarron on March 31, 2014 at 9:58 pm

Upload of 1919’s ad of “The Heart Of Juanita”

Broan
Broan on January 9, 2016 at 5:20 pm

Here is an article and photo of the Roof theater

Khnemu
Khnemu on August 7, 2016 at 10:50 am

Remains of the Olympia were uncovered under the former Toys-R-Us during gutting of the building: http://ny.curbed.com/2016/8/5/12389892/see-the-remnants-of-the-historic-theater-unearthed-at-times-square

Mike (saps)
Mike (saps) on August 9, 2016 at 11:04 am

Link here

Some cool photos on that site

DavidZornig
DavidZornig on December 31, 2016 at 9:52 pm

1918 photo added courtesy of the Old Photographs Facebook page.

DavidZornig
DavidZornig on March 22, 2017 at 10:10 am

March 17, 2017 article with photos about the roof top theatres.

http://www.messynessychic.com/2017/03/17/new-yorks-incredible-lost-rooftop-theatres/

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