Loew's Lefrak

59-16 99th Street,
Corona, NY 11368

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Showing 1 - 25 of 99 comments

Jeffrey1955
Jeffrey1955 on October 6, 2013 at 2:59 am

I suppose they could have shown films made at Gold Medal Studios in the Bronx… ;)

robboehm
robboehm on October 6, 2013 at 2:14 am

More appropriate for a bag of flour.

Jeffrey1955
Jeffrey1955 on October 6, 2013 at 1:32 am

Interesting! But who, among the general public, would have understood that claim?

Tinseltoes
Tinseltoes on October 5, 2013 at 3:18 pm

“All purpose” meant that it was capable of handling any projection system available then or in the future. It was never a real “theatre,” since it lacked stage facilities.

Jeffrey1955
Jeffrey1955 on October 4, 2013 at 6:13 am

The World’s First All Purpose Motion Picture Theatre? Hmm… not sure what they meant by that. How about Radio City Music Hall? How about most other movie palaces with stages? Peculiar claim. Anyway, that claim was about as accurate as the artist’s rendering in that ad, which bears absolutely no resemblance to reality!

rivest266
rivest266 on October 3, 2013 at 11:50 pm

I found and uploaded the grand opening ad for the UA theatre on August 24th, 1965. It claimed to be “The World’s "All Purpose” Theatre".

Ed Solero
Ed Solero on May 31, 2011 at 12:51 am

JeffM55 is correct. The address now provided is the current address for the Warehouse Supercenter that occupies the old UA Lefrak building. They must have a main entrance around the corner on 57th Avenue. Looks like some new research will be required to dig up the old address for the theater entrance.

JeffM55
JeffM55 on May 30, 2011 at 5:53 am

I don’t know what’s happened to this site since you redid it, but now the address on the Lefrak Theater is wrong. It was on 99th Street, not on 57th Ave. I changed the Street View, but can’t find any way to correct the address.

Mike Rogers
Mike Rogers on August 25, 2010 at 1:07 am

A lot of good stories and some of the pictures were great.

Coate
Coate on March 10, 2010 at 4:48 pm

The Lefrak run was 42 weeks. The reason you are recalling “The Sound Of Music” playing longer than that is because, as I pointed out in my article that was mentioned a couple of comments ago, the film was in release for over four years, and perhaps it is the seemingly endless bookings somewhere that you are remembering.

To illustrate my point, listed below, based on my research of the original newspaper promotion, is all of the engagements of “The Sound Of Music” that played in the borough of Queens during its original 1965-1969 release. (Note that the first Queens booking wasn’t until after the initial Manhattan run closed.)

12.21.1966 … Lefrak City (42 weeks)

06.21.1967 … Bayside (9 weeks)
06.21.1967 … Community (8 weeks)

11.15.1967 … Astoria (4 weeks)
11.15.1967 … Jackson (4 weeks)
11.15.1967 … Midway (3 weeks)

12.20.1967 … Boulevard (2 weeks)
12.20.1967 … Cambria (2 weeks)
12.20.1967 … Center (2 weeks)
12.20.1967 … Crossbay (2 weeks)
12.20.1967 … De Luxe (2 weeks)
12.20.1967 … Drake (2 weeks)
12.20.1967 … Laurelton (2 weeks)
12.20.1967 … Lefferts (2 weeks)
12.20.1967 … Park (2 weeks)
12.20.1967 … Parsons (2 weeks)
12.20.1967 … Rochdale (2 weeks)
12.20.1967 … Roosevelt (2 weeks)
12.20.1967 … Town (2 weeks)
12.20.1967 … Utopia (2 weeks)

08.14.1968 … Colony (2 weeks)
08.14.1968 … Haven (2 weeks)

08.27.1969 … Astoria (1 week)
08.27.1969 … Bayside (1 week)
08.27.1969 … Crossbay (1 week)
08.27.1969 … Jackson (1 week)
08.27.1969 … Midway (1 week)

Jay220
Jay220 on March 9, 2010 at 2:24 am

Thanks, it seemed like it was even longer than that.

Coate
Coate on March 8, 2010 at 3:07 pm

“The Sound Of Music” opened here on December 21, 1966 and played for 42 weeks.

Cobalt
Cobalt on March 8, 2010 at 6:58 am

I bet Michael Coate knows. Did you see his spectacular SOUND OF MUSIC article?

Jay220
Jay220 on March 8, 2010 at 5:36 am

Does anybody know how long the Sound of Music played there? It seemed like years.

Bway
Bway on May 26, 2009 at 4:53 pm

Here’s a good google street view of the theater:

View link

Jeffrey1955
Jeffrey1955 on February 26, 2008 at 7:12 pm

MarkViii, we’re talking about apples and oranges here. As far as what “town” any of these things are in, why, they’re in New York City, of course. They’re also in the Borough of Queens, and in Queens County. Everything after that becomes muddy. Queens has many traditional neighborhood names, and some may have even been separate “towns” at some point in the distant past, but today, the only identifiable “official” designations that have actual boundaries are those of the U.S. Postal Service, which maintains separate Zip Codes for these individual post offices. As for it being strange to call the apartment complex Rego Park Gardens — that’s not strange, that’s marketing. Whoever built the place decided Rego Park was a more desirable name, even if it wasn’t within those boundaries.

FormerFlixGuy
FormerFlixGuy on February 26, 2008 at 6:42 pm

When I say “referred” to – I mean in all official Loews documents and phone listings. It was always the Loews Lefrak. The apostrophe stopped appearing on theatre marquee’s as early as the 1970’s and all but disappeared in the mid-1980’s when Jerry Perenchio bought the circuit and subsequently sold it to the entertainment division of the Coca-Cola company.

margatemanor
margatemanor on February 26, 2008 at 6:31 pm

I would find it strange to call an apartment complex rego park gardens when it is not in rego park. Again, i lived in bayside and my post office 4 blocks away said oakland gardens station. i do not think you can go by what the post office labels its buildings as what the name of the town might be.

Jeffrey1955
Jeffrey1955 on February 26, 2008 at 5:47 pm

MarkViii, Rego Park Gardens was not actually in Rego Park either. The post office address was Elmhurst, NY 11373. Junction Blvd. was the dividing line; the Lefrak City post office, directly across the street, was in Corona. Rego Park was up Junction Blvd. — the LIE (or Horace Harding Expwy.) may have been the actual dividing line between Elmhurst and Rego Park.

Warren, what do you consider the criteria for the “actual” name of a theater?

Warren G. Harris
Warren G. Harris on February 26, 2008 at 5:34 pm

What something is referred to and what it is actually named are not necessarily the same. Do we have any documentary evidence to support either Loew’s Lefrak or Loew’s Lefrak City? And was that the period before or after the apostrophe was dropped from Loew’s?

margatemanor
margatemanor on February 26, 2008 at 4:34 pm

I lived across from lefrak city in REGO PARK gardens back in the mid ‘60s (when the area was nice) we always assumed and thought we lived in rego park. i tend to believe it is corona and always was. i think the LIE is the dividing line between rego park and corona.

FormerFlixGuy
FormerFlixGuy on February 26, 2008 at 4:34 pm

I worked for Loews during the time the theatre closed and the Queens Division office was moved from there to the Bay Terrace. It was always referred to as the Loews Lefrak or just simply “The Lefrak”.