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.
The Rainbow had a wide screen and in the 50’s & early 60’s drew large crowds for the blockbusters of the period such as Psycho, Helen of Troy, Bye Bye Birdie and all the Cecil B. DeMille epics. Is the site still for sale?
I assume that as long as City Cinemas does not own the real estate there is a better chance for this exhibition arrangement with the landlord to succeed without fear that these theatres would be demolished.
I do have to agree with KingBiscuits that these screens lack a first-run flair, but at the end, it’s all in the product.
I agree with Lundy. Never having been to the “other Rogers”, my recollection of the Broadway house in the “50’s is of a very simple/plain setting with wooden seats, no similarity to the house discussed in the 1936 article of Boxoffice. Similarly, the communities served by each theatre would reflect the differences. The B'way location on the edge of Williamsburg & Bushwick, under the el served a poor & working class community. The Roges Ave. address was located near Flatbush & Crown Heights, two upwardly mobile middle class neighborhoods, more accustomed to luxury and comforts.
After nearly 86 years, the details of the terra cotta facade have held up exceedingly well. The building continues to be a focal point along Eastern Parkway.
A non-descript, but very convenient location with a major subway stop, shopping at Bloomingdale’s & Alexanders (with a more upscale selection that that found in branch stores). Could catch a quick burger either at Yellowfingers or Sernedipity.
Depending on starting times you could easily/literally run over to the Paris, Plaza, Sutton, Trans-Lux East, Coronet/Baronet or Cinema I & II, for the best selection of films available anywhere. Waited on sold-out lines to see They Shoot Horses Don’t They?, & Women in Love. Much less crowded when Stolen Kisses & Day for Night opened.
My recollection is that this site originally opened as the York Cinema in the ‘60s and premiered the coming of age Greek language film “Young Aphrodites”.
There was a mention above about the Edison theatre. I have a vague recollection of the name, but cannot recall the location. There does not appear to be a CT page at present. I suspect that it was not the site at the Edison Hotel on West 47th St. where Oh Calcutta played on and on, and is now the site of the Edison Ballroom.
By the time that City Cinemas came on the scene it was too late to rescue this shabby theatre. Unlike its predecessor chain, Cinema 5, City Cinemas may not have had the inclination nor the resources to accomplish a substantial upgrade as Cineplex Odeon did when it acquired the Olympia. Even in its outer borough venues such as the Avenue U and the Tuxedo, Cinema 5 always ran a class act.
By the 1970’s the Schraffts gave way to L'Orangerie a belle-epoque style restaurant that tried to capitalize on the tremendous popularity of Warner LeRoy’s Maxwell’s Plum, further east. What was the name of the Trans-Lux house that succeeded the Modern?
Growing up in NY, you came to distinguish the distinct marquee styles of the Loews & RKO chains. They were recognizable from blocks away, especially if you were riding along the elevated subway lines.
The photo posted last May shows that the theatre’s blade sign was in competition with Ratner’s. Both added glitz to the busy street below.
With the massive expansion of the Century 21 department store over to 87th St., it is surprising that the store management did not take over this retail space.
Thanks Al for the response but I was referring to the early decades of the last century. By the 60’s & 70’s many theatres had been bulldoozed for the massive building development that gripped Yorkville. As much as many applaud the dismantling of the 3rd Ave. El in the mid-50’s, it led to a vast upheaval of the surrounding neighborhoods around the 3rd Ave. corridor.
RVB – the Gramercy on East 23rd St., originally went under the name of Gramercy Park Theater. I remember the marquee with that name. The current marquee with the shortened name, went up in the 60’s. I suspect after the close of this location on First Ave., the other location took the name.
The “frugal” Randforce chain building a new theater in this area just as the effects of the Great Depression are begininning to subside is of interest especially with the Alba, the Commodore and the Republic not too far away. Was it built as a replacement for the Folly? The building of the nearby Maujer St. Houses by the NYC Housing Authority around the same time may have also served as an incentive.
Curious that in the 18 years since this theater opened there are fewer than a handful of comments. Unlike its predecessor namesake, it must be a bland and anonymous set of screens. Walking through East 86th St. it is difficult to imagine that in the past century it was a thriving movie scene with theaters on both sides of the street. Did the area have the largest conccentration of theaters outside of Times Square?
Great photo of the effect of the movies in blending different languages and cultures in an immigrant neighborhood. The juxtaposition of the Hebrew lettering with the Chinese characters with the Loew’s marquee in the background is priceless! Of course Marcus Loew himself was a product of that acculturation process.
Any rationale for the expense of a full-page ad on the back cover of a recent NY Times Magazine (Sunday) on behalf of the Paris? Great retelling of the theater’s history; makes you thankful that Sony gave up it’s lease years back. Can’t imagine an AMC Paris.
Also, from the Variety article cited above, it’s curious that the Angelica is considered the City Cinemas' prime showcase. I’m sure the Angelica outgrosses Cinema 1,2,3, but that site used to be the leader of the pack.
With all of the deserved attention given to the restored print of the Red Shoes, it’s hard to imagine that at the time art films had successful runs at venues west of Broadway. Am somewhat hesitant to see Red Shoes at the Film Forum – is that theater up to the task? Would much prefer the BAM.
John – The Echo was long gone before my time. A distant relative, now in his 80’s was born on Morell St. Will check with him as to the location of the theater.
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.
The Rainbow had a wide screen and in the 50’s & early 60’s drew large crowds for the blockbusters of the period such as Psycho, Helen of Troy, Bye Bye Birdie and all the Cecil B. DeMille epics. Is the site still for sale?
I assume that as long as City Cinemas does not own the real estate there is a better chance for this exhibition arrangement with the landlord to succeed without fear that these theatres would be demolished.
I do have to agree with KingBiscuits that these screens lack a first-run flair, but at the end, it’s all in the product.
I agree with Lundy. Never having been to the “other Rogers”, my recollection of the Broadway house in the “50’s is of a very simple/plain setting with wooden seats, no similarity to the house discussed in the 1936 article of Boxoffice. Similarly, the communities served by each theatre would reflect the differences. The B'way location on the edge of Williamsburg & Bushwick, under the el served a poor & working class community. The Roges Ave. address was located near Flatbush & Crown Heights, two upwardly mobile middle class neighborhoods, more accustomed to luxury and comforts.
After nearly 86 years, the details of the terra cotta facade have held up exceedingly well. The building continues to be a focal point along Eastern Parkway.
A non-descript, but very convenient location with a major subway stop, shopping at Bloomingdale’s & Alexanders (with a more upscale selection that that found in branch stores). Could catch a quick burger either at Yellowfingers or Sernedipity.
Depending on starting times you could easily/literally run over to the Paris, Plaza, Sutton, Trans-Lux East, Coronet/Baronet or Cinema I & II, for the best selection of films available anywhere. Waited on sold-out lines to see They Shoot Horses Don’t They?, & Women in Love. Much less crowded when Stolen Kisses & Day for Night opened.
My recollection is that this site originally opened as the York Cinema in the ‘60s and premiered the coming of age Greek language film “Young Aphrodites”.
There was a mention above about the Edison theatre. I have a vague recollection of the name, but cannot recall the location. There does not appear to be a CT page at present. I suspect that it was not the site at the Edison Hotel on West 47th St. where Oh Calcutta played on and on, and is now the site of the Edison Ballroom.
Flyman47 refers to Century’s Avenue J. Isn’t that the Midwood theatre?
By the time that City Cinemas came on the scene it was too late to rescue this shabby theatre. Unlike its predecessor chain, Cinema 5, City Cinemas may not have had the inclination nor the resources to accomplish a substantial upgrade as Cineplex Odeon did when it acquired the Olympia. Even in its outer borough venues such as the Avenue U and the Tuxedo, Cinema 5 always ran a class act.
By the 1970’s the Schraffts gave way to L'Orangerie a belle-epoque style restaurant that tried to capitalize on the tremendous popularity of Warner LeRoy’s Maxwell’s Plum, further east. What was the name of the Trans-Lux house that succeeded the Modern?
Growing up in NY, you came to distinguish the distinct marquee styles of the Loews & RKO chains. They were recognizable from blocks away, especially if you were riding along the elevated subway lines.
The photo posted last May shows that the theatre’s blade sign was in competition with Ratner’s. Both added glitz to the busy street below.
With the massive expansion of the Century 21 department store over to 87th St., it is surprising that the store management did not take over this retail space.
Thanks Al for the response but I was referring to the early decades of the last century. By the 60’s & 70’s many theatres had been bulldoozed for the massive building development that gripped Yorkville. As much as many applaud the dismantling of the 3rd Ave. El in the mid-50’s, it led to a vast upheaval of the surrounding neighborhoods around the 3rd Ave. corridor.
Thanks mahermusic. A great story indeed – if only it could be replicated with the Loews Kings, among a scarce few others.
RVB – the Gramercy on East 23rd St., originally went under the name of Gramercy Park Theater. I remember the marquee with that name. The current marquee with the shortened name, went up in the 60’s. I suspect after the close of this location on First Ave., the other location took the name.
The “frugal” Randforce chain building a new theater in this area just as the effects of the Great Depression are begininning to subside is of interest especially with the Alba, the Commodore and the Republic not too far away. Was it built as a replacement for the Folly? The building of the nearby Maujer St. Houses by the NYC Housing Authority around the same time may have also served as an incentive.
Curious that in the 18 years since this theater opened there are fewer than a handful of comments. Unlike its predecessor namesake, it must be a bland and anonymous set of screens. Walking through East 86th St. it is difficult to imagine that in the past century it was a thriving movie scene with theaters on both sides of the street. Did the area have the largest conccentration of theaters outside of Times Square?
Although the theater is long gone, was their any connection to the Hotel Beverly which continues to operate at 50th St. & Lexington Ave?
Terrific picture posted by MBD on 10/19. When Hartz Mountain bought the site in 1986, what were they thinking? What plans did they have for the site?
Great photo of the effect of the movies in blending different languages and cultures in an immigrant neighborhood. The juxtaposition of the Hebrew lettering with the Chinese characters with the Loew’s marquee in the background is priceless! Of course Marcus Loew himself was a product of that acculturation process.
Any rationale for the expense of a full-page ad on the back cover of a recent NY Times Magazine (Sunday) on behalf of the Paris? Great retelling of the theater’s history; makes you thankful that Sony gave up it’s lease years back. Can’t imagine an AMC Paris.
Also, from the Variety article cited above, it’s curious that the Angelica is considered the City Cinemas' prime showcase. I’m sure the Angelica outgrosses Cinema 1,2,3, but that site used to be the leader of the pack.
With all of the deserved attention given to the restored print of the Red Shoes, it’s hard to imagine that at the time art films had successful runs at venues west of Broadway. Am somewhat hesitant to see Red Shoes at the Film Forum – is that theater up to the task? Would much prefer the BAM.
John – The Echo was long gone before my time. A distant relative, now in his 80’s was born on Morell St. Will check with him as to the location of the theater.
If there was a theater at Bushwick & Flushing Aves. it was long gone by the 1950s as the gas station was at that location by that decade.