Alba Theater

The only time in my life that I took the Jamaica El to lower Manhattan, was as a special treat, being a Long Islander. The only thing I remember from that trip is being on the left hand side of the train and seeing the old marquee from the Alba. Obviously, I was a theatre nut, afficianado, at an early age. Thank goodness for the internet, I can spend my waking hours with other kindred souls and remember the long, lost theatres (rather than spending an arm and a leg to go to some glorified cubicle.

As often as has been noted that the Randforce circuit did little to advertise their theatres it should be considered that during the depression the regular purchase of a newspaper was often a luxury in most households. Added to that, despite the acculturating influences of movies, many immigrants were not able to read in English. I suspect that the major form of “advertising” was along the elevated subway circuits. What better way to know what was showing than to ride the BMT Jamaica line along Broadway from the Williamsburg Bridge to Eastern Parkway and grab a glimpse of all the theatres marquees along the way. A ride along Manhattan’s Third Ave. el must have served a similar purpose at major stops such as 14th St. & 86th St.

I was reminded after seeing a vintage movie poster in a Vermont drug store, that local theatres would often not advertise their features in newspaper ads. Instead they would print two-color, simple lettered posters announcing what was playing for the week. These posters were then distributed among local merchants who would display the placards in their shop windows, probably in exchange for a few movie pases. Probably a very inexpensive form of advertising.

All this is gone. Now there is a hospital, Woodhull Medical Center. There were so many movie theaters in this area and they’re all gone. I have to take the train into Manhattan to see a movie. When I hit Lotto I plan on purchasing the old Rainbow Theater on Graham between Messerole and Montrose and show old movies, cartoons, present live shows.

I’m just glad that we finally have a few photos of the Alba (thanks to those who supplied them).
I saw the movie “The Window” at the Alba and I recall when they displayed a big wood crate outside when they were promoting “The Thing” in 1951.
Those were happier days for me.

JoeB