Bravo to those who remember the Apollo as she truly was, the theatre that brought foreign film to the masses at reasonable prices. Yes, the Apollo 42nd Street, as it was known in order to differentiate from the Apollo 125th Street, was a grind house, but it was foreign, art, or upscale domestic film that glowed on that silver screen. At least that was true during the 1950’s, 60’s and early 70’s. The Apollo, like all 42nd Street theatres, changed prices several times a day. Prices ranged from $.35 from 8 to 10 in the morning up to $1.25 weeknights or $1.50 weekend evenings. Broadway theatres were charging several dollars more while both 42nd Street and Broadway played day and date.
In later years, as more and more art houses opened, the Apollo 42nd Street played only English language films, but still on the more upscale side. Eventually, the 42nd street entrance was closed and turned into a storefront, while the 43rd Street entrance, directly across from the New York Times Building, and the theatre itself were refurbished. The theatre was renamed the New Apollo, and went on to host such legitimate bills as THE FIFTHH OF JULY, BENT and ON GOLDEN POND.
In truth, most of the 42nd street theatres never played porn. Each theatre actually had a genre of film in which it usually specialized. The Victory Theatre was indeed a porn house, playing a film called THE PINK PUSSYCAT for more than a year. However, the Lyric, New Amsterdam, Selwyn and Harris played first run, day and date with Broadway. The Times Square played westerns during the week and gladiator type films on Sundays. The western bills would change three times a week, with a new show every Monday, Wednesday and Friday. The Liberty and Anco theatres were mainly used as move over houses. A show (two features, a cartoon and a short) would, for instance, play one week in the Lyric and then move over for a second and possibly subsequent weeks to the Liberty. THE FISH THAT SAVED PITTSBURGH actually played the Liberty for several months.
The Laff Movie, a.k.a. the Empire, was moved several feet down the block towards 8th Avenue to become the entrance to the new AMC Empire. The Empire played mostly kung fu triple bills toward the end of the 80’s and into the 90’s. There were several storefronts that were turned into small porno houses for a period of time. But generally speaking the bulk of the historic theatres that were and in many cases still are 42nd Street played the same titles that were playing right around the corner on Broadway for many times the price.
I was the head film buyer for the Lyric, Apollo 42nd Street, Selwyn, Liberty, Times Square, Empire and Victory Theatres for more than twenty years.
Bravo to those who remember the Apollo as she truly was, the theatre that brought foreign film to the masses at reasonable prices. Yes, the Apollo 42nd Street, as it was known in order to differentiate from the Apollo 125th Street, was a grind house, but it was foreign, art, or upscale domestic film that glowed on that silver screen. At least that was true during the 1950’s, 60’s and early 70’s. The Apollo, like all 42nd Street theatres, changed prices several times a day. Prices ranged from $.35 from 8 to 10 in the morning up to $1.25 weeknights or $1.50 weekend evenings. Broadway theatres were charging several dollars more while both 42nd Street and Broadway played day and date.
In later years, as more and more art houses opened, the Apollo 42nd Street played only English language films, but still on the more upscale side. Eventually, the 42nd street entrance was closed and turned into a storefront, while the 43rd Street entrance, directly across from the New York Times Building, and the theatre itself were refurbished. The theatre was renamed the New Apollo, and went on to host such legitimate bills as THE FIFTHH OF JULY, BENT and ON GOLDEN POND.
In truth, most of the 42nd street theatres never played porn. Each theatre actually had a genre of film in which it usually specialized. The Victory Theatre was indeed a porn house, playing a film called THE PINK PUSSYCAT for more than a year. However, the Lyric, New Amsterdam, Selwyn and Harris played first run, day and date with Broadway. The Times Square played westerns during the week and gladiator type films on Sundays. The western bills would change three times a week, with a new show every Monday, Wednesday and Friday. The Liberty and Anco theatres were mainly used as move over houses. A show (two features, a cartoon and a short) would, for instance, play one week in the Lyric and then move over for a second and possibly subsequent weeks to the Liberty. THE FISH THAT SAVED PITTSBURGH actually played the Liberty for several months.
The Laff Movie, a.k.a. the Empire, was moved several feet down the block towards 8th Avenue to become the entrance to the new AMC Empire. The Empire played mostly kung fu triple bills toward the end of the 80’s and into the 90’s. There were several storefronts that were turned into small porno houses for a period of time. But generally speaking the bulk of the historic theatres that were and in many cases still are 42nd Street played the same titles that were playing right around the corner on Broadway for many times the price.
I was the head film buyer for the Lyric, Apollo 42nd Street, Selwyn, Liberty, Times Square, Empire and Victory Theatres for more than twenty years.