1567 Broadway,
New York, NY 10036

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Movieland Theatre

The Central Theatre was built for the Shubert Brothers and opened on September 9, 1918. It was designed by architect Herbert J. Krapp and located at the corner of Broadway and W. 47th Street, across from the Palace Theatre in Times Square. Seating just over 1,100, the Central Theatre was designed in an elegant French Renaissance style, and contained ornate plasterwork, gilded columns, and paintings on the auditorium walls depicting the court of Louis XVI.

Its auditorium was topped by an oval ceiling cove, and imported European chandeliers hung from the ceiling. It contained a balcony, boxes and orchestra pit. However, its proscenium arch wasn’t very wide, and its stage, fairly small compared to most other Broadway stages.

Until 1928, with the exception of one year (1921) when Universal leased the Central Theatre for screening movies, the theatre was a legitimate house. From 1928 until 1932, it showed movies only. In 1932, live shows made a comeback, but within a year, the Central Theatre began to feature burlesque acts. For several months in 1934, the theatre went by the name the Columbia Theatre, however, by mid-1934, movies were back, and so was the name the Central Theatre.

Briefly in 1942, the Central Theatre once again attempted a return to “all-girl revues”, but very quickly returned to second-run films. It was renamed the Gotham Theatre in 1944, and the theatre remained a movie house until it was closed in 1951 and remodeled inside. It reopened as the Holiday Theatre, and offered live stage revues, which lasted until February 1956, when legitimate theatre briefly returned for the first time since the late-1920’s.

On December 26, 1957, now known as the Odeon, it was back to showing movies under the ownership of the British owned Rank Organisation, when they premiered “Pursuit of the Graf Spee”(original British title “Battle of the River Plate”). This was followed by Laurence Olivier in “Henry V”, presented in SuperScope. In mid-1959 the Rank Organisation dropped the Odeon and under new operators it became the Forum Theatre from June 15, 1959. A decade later it became the Forum 47th Street. In October 1980 it was renamed Movieland, a name it retained until March 1989 when it was closed.

The Shubert family sold the theatre in 1989. The lobby was turned into the Roxy Deli, while the auditorium became a disco, called Dance USA. By the mid-1990’s, both had closed, and the building sat vacant until 1998, when the auditorium was demolished to make way for the new W Hotel Times Square.

Contributed by Bryan Krefft

Recent comments (view all 133 comments)

DavidZornig on September 5, 2015 at 9:06 am

1978 photo as the Forum added, photo source unknown. Appears to be from a book.

DavidZornig on October 21, 2015 at 8:54 pm

May 1980 photo as the Forum added, photo credit Chet-Kresiak. “The Long Riders” on the marquee.

JackIndiana on March 15, 2016 at 9:01 am

Forum was a better name for this theatre than Movieland. Just an opinion. I saw ESCAPE FROM ALCATRAZ here when it was the Forum.

Comfortably Cool
Comfortably Cool on March 28, 2016 at 7:34 am

In January, 1929, Fox Theatres Corporation announced plans to build a 52-story skyscraper on the SW corner of Broadway and 47th Street, using Walter H. Ahlschalager as architect. The Central Theatre and surrounding buildings would be demolished for the project, which would include a large movie palace with entrance on West 47th Street. A news clipping has been posted in the Photos Section. The arrival of the Depression and William Fox’s bankruptcy eventually killed the idea.

DavidZornig on April 24, 2016 at 7:10 am

1956 photo as the Holiday added. Photographer unknown. Via Al Ponte’s Time Machine – New York Facebook page.

DavidZornig on November 9, 2016 at 5:57 am

1958 photo as the Odeon added , courtesy of Al Ponte’s Time Machine – New York Facebook page.

DavidZornig on June 17, 2017 at 5:33 pm

1964 photo as the Forum added via Scott Cisco.

moviebuff82 on June 18, 2017 at 7:46 am

ET played here in 70mm on its opening weekend in 1982.

Orlando on August 15, 2017 at 6:45 am

When it was Movieland, I played Personal Best here.

DavidZornig on January 30, 2018 at 4:26 pm

As the Holiday, 1955 photo added via Al Ponte’s Time Machine-New York Facebook page.

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