Loew's New York Theatre and Roof

1514-1516 Broadway,
New York, NY 10036

Unfavorite 3 people favorited this theater

New York Theatre exterior

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 28 comments)

TLSLOEWS
TLSLOEWS on December 9, 2009 at 1:39 pm

Great old 1929 pictures, Loews Rooftop and Loews State right next to each other,interesting.

Mike Rogers
Mike Rogers on May 21, 2010 at 5:27 pm

TLSLOEWS, you have a nose for LOEWS.LOL.

Mike Rogers
Mike Rogers on May 22, 2010 at 2:42 am

I am trying to follow in your theatre footsteps with cute quotes.I keep looking for LOEWS THEATRES you haven’t found,but doggone it you are on almost everyone i find.

rsalters (Ron Salters)
rsalters (Ron Salters) on May 22, 2010 at 8:13 am

In the 1897-98 edition of the Julius Cahn Official Theatrical Guide, under N.Y. theaters, is listed the Olympia Theatre, Oscar Hammerstein, Mgr., Arthur Hammerstein, Business Mgr. Admission prices ranged from 50 cents to $1.50. The proscenium opening was 31 feet wide X 34 feeet high, and the stage was 34 feet deep. The auditorium was on the ground floor. The seating capacity is given as 1,850 but the breakdown does not add up: Orchestra 400, Balcony 150. Gallery 300, Boxes 78, total: 928. Under N.Y. Variety Theaters is listed the Olympia Music Hall, Oscar Hammerstein Mgr, Arthur Hammerstein Bus. Mgr. Ticket prices ranged from 50 cents to $1.50, with boxes priced at $3 to $10 each. The proscenium was 35.5 feet wide X 38 feet high, and the stage was 46 feet deep. The auditorium was on the ground floor. The seating capacity was given as 3,815 but the breakdown doesn’t add to that. Orchestra 509, Dress Circle 115, Balcony 191, Gallery 500, Boxes 120, total: 1,435. The Music Hall had so many boxes that they must have contained many more than 120 chairs. Both theaters are listed as being lit by electricity only, no gas.

AlAlvarez
AlAlvarez on December 9, 2010 at 3:43 am

This photo used to be available to see here.

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New York Theatre & Annex should be an aka.

TLSLOEWS
TLSLOEWS on December 29, 2010 at 2:14 pm

Thanks Al great vintage photo.

TLSLOEWS
TLSLOEWS on March 27, 2011 at 3:27 pm

Relinking to see if there is anymore info.

TLSLOEWS
TLSLOEWS on May 8, 2011 at 11:18 am

Marcus Loew was born on this date in 1870.

Cimarron
Cimarron on March 31, 2014 at 3:58 pm

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

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