The Strand Theatre was an early

movie palace A movie palace (or picture palace in the United Kingdom) is any of the large, elaborately decorated movie theaters built between the 1910s and the 1940s. The late 1920s saw the peak of the movie palace, with hundreds opening every year between 192 ...

located at 1579 Broadway, at the northwest corner of 47th Street and

Broadway Broadway may refer to: Theatre * Broadway Theatre (disambiguation) * Broadway theatre, theatrical productions in professional theatres near Broadway, Manhattan, New York City, U.S. ** Broadway (Manhattan), the street **Broadway Theatre (53rd Stree ...

Times Square Times Square is a major commercial intersection, tourist destination, entertainment hub, and neighborhood in Midtown Manhattan, New York City. It is formed by the junction of Broadway, Seventh Avenue, and 42nd Street. Together with adjacent ...

New York City New York, often called New York City or NYC, is the List of United States cities by population, most populous city in the United States. With a 2020 population of 8,804,190 distributed over , New York City is also the L ...

. Opened in 1914, the theater was later known as the Mark Strand Theatre, the Warner Theatre, and the Cinerama Theatre. It closed as the RKO Warner Twin Theatre, and was demolished in 1987.

History

The Strand Theatre was built in 1914 as part of the chain of

movie theaters A movie theater (American English), cinema (British English), or cinema hall (Indian English), also known as a movie house, picture house, the movies, the pictures, picture theater, the silver screen, the big screen, or simply theater is a ...

owned by the Mark Brothers, Mitchel and Moe. It cost US$1 million () to build and is believed to have been the first lavish movie palace built only to show motion pictures. It was designed by Thomas W. Lamb and served as a model for many other similar theaters built at the time. The ''New York Times'' favorably reviewed the opening of the Strand, helping to establish its importance. To manage the theater, Mitchel Mark personally hired Samuel "Roxy" Rothafel. Rothafel developed his luxurious style of presenting films at the Strand which he later perfected at the Capitol and Roxy Theatres, becoming the best known motion picture showman in New York City. The theatre influenced The Strand in

Hobart, Tasmania Hobart ( ; Nuennonne/ Palawa kani: ''nipaluna'') is the capital and most populous city of the Australian island state of Tasmania. Home to almost half of all Tasmanians, it is the least-populated Australian state capital city, and second-small ...

, which was initially intended to be a replica of its New York namesake. The theatre was under contract and mostly showed films distributed by

Paramount Pictures Paramount Pictures Corporation is an American film and television production company, production and Distribution (marketing), distribution company and the main namesake division of Paramount Global (formerly ViacomCBS). It is the fifth-oldes ...

. In 1928, the Mark Strand became the Warner Strand when

Warner Bros Warner Bros. Entertainment Inc. (commonly known as Warner Bros. or abbreviated as WB) is an American Film studio, film and entertainment studio headquartered at the Warner Bros. Studios, Burbank, Warner Bros. Studios complex in Burbank, Califo ...

acquired the theatre to showcase its films on Times Square. It was eventually renamed the Warner Theatre in 1951. After closing for renovation in 1952, the theater reopened as the Warner Cinerama Theatre in 1953 with the widescreen film ''

This Is Cinerama ''This Is Cinerama'' is a 1952 American documentary film directed by Mike Todd, Michael Todd, Jr., Walter A. Thompson and Fred Rickey and starring Lowell Thomas. It is designed to introduce the widescreen process Cinerama, which broadens the asp ...

'' (1952). The Warner was the primary New York home of

Cinerama Cinerama is a widescreen process that originally projected images simultaneously from three synchronized 35mm projectors onto a huge, deeply curved screen, subtending 146° of arc. The trademarked process was marketed by the Cinerama corporati ...

films during the remaining years of the 1950s and in 1963 installed an even larger screen to present such 70mm films as ''

It's a Mad, Mad, Mad, Mad World ''It's a Mad, Mad, Mad, Mad World'' is a 1963 American comedy film produced and directed by Stanley Kramer with a story and screenplay by William Rose and Tania Rose. The film, starring Spencer Tracy with an all-star cast of comedians, is a ...

'' (1963). In 1968, the theater was converted into three separate cinemas by RKO Stanley Warner Theatres. The 1,000 seat Warner Cinerama now occupied the original theater's main floor. The 1,200 seat Penthouse Theatre occupied the former balcony and the Cine Orleans was created in the stage house of the old Strand, entered from 47th St. The Cinerama and Penthouse were renamed again in the 1980s as the RKO Warner Twin. The entire building closed on February 8, 1987. It was demolished to make way for the

Morgan Stanley Building 1585 Broadway, also the Morgan Stanley Building, is a 42-story office building on Times Square in the Theater District neighborhood of Manhattan in New York City. The building was designed by Gwathmey Siegel & Associates Architects and Emery ...

, part of the redevelopment of Times Square. Memorable films that had their New York premieres at the Strand include '' Captain Blood'' (1935) starring

Errol Flynn Errol Leslie Thomson Flynn (20 June 1909 – 14 October 1959) was an Australian-American actor who achieved worldwide fame during the Classical Hollywood cinema, Golden Age of Hollywood. He was known for his romantic swashbuckler roles, freque ...

and

Olivia de Havilland Dame Olivia Mary de Havilland (; July 1, 1916July 26, 2020) was a British-American actress. The major works of her cinematic career spanned from 1935 to 1988. She appeared in 49 feature films and was one of the leading actresses of her time. ...

References

External links

Strand Theatre at CinemaTreasures.org
* * * Museum of the City of New York photographs:
LobbyStageStageBoxesExterior signBalconyView from stage
* New York Public Library photograph: {{Coord, 40, 45, 34.81, N, 73, 59, 6.96, W, region:US, display=title 1987 establishments in New York City Broadway (Manhattan) Buildings and structures demolished in 1987 Cinemas and movie theaters in Manhattan Demolished theatres in New York City Former theatres in Manhattan Movie palaces Thomas W. Lamb buildings Times Square buildings

History

References

Further reading

External links