Loew's Lefrak

59-16 99th Street,
Corona, NY 11368

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Showing 1 - 25 of 89 comments

Jeffrey1955 on October 5, 2013 at 8:59 pm

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

robboehm on October 5, 2013 at 8:14 pm

More appropriate for a bag of flour.

Jeffrey1955 on October 5, 2013 at 7:32 pm

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

Jeffrey1955 on October 4, 2013 at 12:13 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 on October 3, 2013 at 5:50 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 30, 2011 at 6:51 pm

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 on May 29, 2011 at 11:53 pm

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 24, 2010 at 7:07 pm

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

Coate on March 10, 2010 at 10:48 am

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 on March 8, 2010 at 8:24 pm

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

Coate on March 8, 2010 at 9:07 am

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

Cobalt on March 8, 2010 at 12:58 am

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

Jay220 on March 7, 2010 at 11:36 pm

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

Bway on May 26, 2009 at 10:53 am

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

View link

Jeffrey1955 on February 26, 2008 at 1:12 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 on February 26, 2008 at 12:42 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 on February 26, 2008 at 12:31 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 on February 26, 2008 at 11:47 am

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?

margatemanor on February 26, 2008 at 10:34 am

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 on February 26, 2008 at 10:34 am

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”.

Jeffrey1955 on February 26, 2008 at 10:17 am

According to the 1984 New York Times article quoted and linked to in Lost Memory’s Oct 27, 2006 post above, the theater was called “the Loew’s at Lefrak City” which is certainly pretentious enough.

BTW, among the other notable things in that article, the complex was marking its 25th anniversary in 1984, which would make 1959 the starting date; never once does the article refer to Lefrak City, Samuel J. Lefrak, or the Lefrak Organization as “LeFrak”; and there’s this paragraph:

“The development, which has apartment towers grouped in four-building sections, is bordered by 57th Avenue, Junction Boulevard, 99th Street and the Horace Harding Expressway. Depending on whom one talks to, it is in Elmhurst, Corona, or, as Mr. Lefrak maintains, Rego Park.”

margatemanor on February 26, 2008 at 3:20 am

lefrak is a jew .. always was… always will be..there is nothing to be ashamed of. in fact lefrak city was something like 85% jewish when it was first built in the early ‘60s. in fact most of that area was jewish at one time.