Intuition is a funny thing, but this is downright creepy…
I was informed that as of Monday, February 20th (Presidents’ Day), this theater was closed. I passed by on Friday the 24th at 6 p.m. to investigate further, and by all appearances, it is true. All entry doors were locked, and the entire place was dark (except for a small lamp left on in the lobby, visible through an open inside door). All display cases, inside and out, were emptied of their ancient faded movie posters and hand-written notices. The box office booth was “de-cluttered†of items, and the hours of operation were no longer posted.
The only “official proof†of closure that I saw was a small, hand-made “signâ€: an 8.5â€x11†sheet of plain paper with a message scrawled in marker ink “CLOSED FOR RENOVATIONS â€" OPENING SOONâ€. However, it was casually placed on the counter, out of general view and difficult to see through the dirty glass (I had to squint to read it).
I do not believe there is any validity to this claim. If the owners were sincere in their attempt to publicize genuine changes or improvements, they would have conspicuously posted larger, more informative signs on the doors and the box office window, clearly visible from the sidewalk and street.
Renovating this facility (in its current condition) into a presentable, legitimate theatre operation would require MILLIONS of dollars and MONTHS of planning, inspections, permit approvals, and reconstruction. I just don’t see it happening. This neighborhood’s demographics simply do not support the need for any cinema, let alone a 599-seat movie theatre. Consider the following:
(1) Area residents are predominantly low-income or working class immigrants (mostly Mexican and other Spanish-speaking) who do not have the disposable income necessary for today’s ridiculous movie ticket prices.
(2) There is a huge Hollywood Video store located two blocks east on Junction Blvd, not to mention numerous small “mom & pop†convenience stores and even bodegas that rent or sell movies dirt cheap. And let’s not forget Queens Library’s Jackson Heights branch and its extensive DVD collection on loan for free. An affordable night at the movies for an economically disadvantaged family is a TV set and an inexpensive DVD player.
(3) The nearby Plaza Twin in Corona tried to make a go of it, showing first-run films with Spanish subtitles (this after converting half the space to a Walgreen’s drug store, then investing in downsizing and reconfiguring). Attendance was poor, the owners took a financial bath, and it closed. Having worked in areas where Spanish is the primary household language, I can tell you that most Hispanic customers do not want to read subtitles â€" they want their movie soundtracks IN Spanish, even if it’s dubbed (DVD-video has both capabilities, another reason for this medium’s immense popularity with this audience).
(4) The only [modestly] successful old-time movie house left in Jackson Heights is the Eagle (a former XXX theatre) that now plays Indian movies (a tremendously loyal fan base for “Bollywood†fare exists in the shopping area around 74th St. known as “Little Indiaâ€)
(5) The Polk is located in an area that has an intimidating reputation, especially after dark. The Corona-Jackson Heights area is known for its Mexican and Columbian gang turf wars and drug peddling (especially along nearby Roosevelt Ave, where I’ve actually witnessed drug pushers, fights, police busts and a crime scene investigation that included yellow “do not cross†tape and a body bag).
It looks like this place is finished. Polk Theatre…1938-2006…R.I.P.
I think last year’s set design concept was, in part an attempt to win back dwindling (i.e. “younger”) audiences who, in this “info-rich, tech-savvy” world (1) have a two-second attention span and (2) would rather go to a website for results instead of sitting through a long “boring” telecast.
That’s why I have reservations about this year’s theme. Yes, it is a great way to celebrate America’s rich cinematic heritage. However, will it attract and hold a younger audience? This has the potential to historically connect and expose recent generations (mine included) to design elements that define the classic movie palace style and capture the essence and glamour that was the “golden age” of Hollywood.
The only question is “will they get it” and if so “will they care?”
I received this in my company e-mail – I thought it would be nice to share. A GREAT opportunity to get what APPEARS to be a FREE peak at this theatre! (I would call to confirm eligibility to attend – corporate affiliation may be required – this looks like a promotion to push group sales to companies)
Date: Tuesday, February 21 2006 12:54 pm
From: Joe Tropia <>
Subject: A Special Look at MARY POPPINS
You are invited to a special behind the scenes look at the newest production from Disney Theatrical and Cameron Mackintosh.
Tuesday, February 28th, 2006
5:30 p.m. at the New Amsterdam Theatre
The event is general admission seating and will last approximately one hour!
Her carpet bag is packed, her umbrella is unfurled, and come the fall, MARY POPPINS takes up residence at Broadway’s magnificent New Amsterdam Theatre. Based on P.L. Travers' cherished stories and the classic 1964 Walt Disney film, MARY POPPINS – currently one of London’s biggest sensations – features the Sherman brothers' original Academy Award-winning songs, and OliverAward-winning director Richard Eyre leads a dream team of vision and stagecraft, bringing to life the story of the Banks family and their magical nanny.
MARY POPPINS marks the first collaboration between Disney, producer of the acclaimed THE LION KING, BEAUTY AND THE BEAST, and TARZAN®, and Cameron Mackintosh, legendary producer of the record-breaking THE PHANTOM OF THE OPERA, CATS and LES MISÉRABLES. The result is a new musical so extraordinarily enchanting that you’ll have just one word for it: “Supercalifragilisticexpialidocious!”
GROUPS ARE NOW ON SALE for what is certain to be one of the hottest tickets of 2006! Special Early Bird Discounts are available for groups (minimum 15 persons) booked and paid prior to May 5th, featuring Orchestra and Front Mezzanine seats for $88.00 and Balcony seats as low as $20.00 and $32.00 for most performances! Call us today or visit us on the web for more details! Previews begin October 14th toward an opening night of November 16th!
Please fill out the following information and either
e-mail to or fax to 212-541-4892:
NAME:
COMPANY:
MAILING ADDRESS:
PHONE NUMBER:
FAX NUMBER:
E-MAIL ADDRESS:
NUMBER OF TICKETS: 1 or 2
All information must be filled out for your request to be processed! Tickets will be mailed in advance! Seating is limited and all requests will be filled on a first-come/first-served basis!
All requests must be submitted no later than Friday, February 24th. Confirmations will be sent shortly thereafter. Please feel free to contact us with any questions or concerns. Thanks!
Best,
Joe Tropia
Sales & Marketing Coordinator
Broadway.com/Theatre Direct
1650 Broadway, 9th Floor
New York, NY 10019
1.800.BROADWAY
212.541.8457 x177 direct
212.541.4892 fax
In the made-for-TV movie “Gypsy” (starred Bette Midler, broadcast on CBS-TV 12/12/1993), an black & white image of the New Amsterdam’s facade and marquee is prominently featured and colourfully animated in the opening montage and credits.
Is there a significant connection with “Gypsy”? Did the play ever have a run here, or perhaps just a film version? If so, was it a premiere or exclusive engagement?
Was it ever a major Vaudeville or burlesque venue?(another possible reason for the reference)
The Fair’s original single-screen main auditorium is basically intact, including its balcony (which, by all appearances, has been declared “off-limits†for quite some time), with only minor aesthetic modifications. Expansion of the facilities to include additional smaller XXX theatres and private viewing booths was achieved by acquiring space from adjoining box stores on the west side of the building (if you look carefully, you can figure out where the walls used to exist).
The two Greek brothers who manage the theatre also run the adjacent Stella D’Argento Italian Restaurant located on the east side of the theatre (a convenient “walk-through†entry provides direct access to its “bar lounge†by theatre customers). The lounge menu offering “specials for theatre customers only†has proven popular and provides additional income for the restaurant.
Ironically, the same block-long building housing the theatre and restaurant also provides storefront space to a black “church†(I use the term loosely) on its northwest corner! These are same wonderful people who have repeatedly tried (thankfully without success) to curtail or close down the theatre’s operations.
The Polk is a straightforward, single-screen operation showing “straight” porn. Its configuration has not been changed. The only significant alteration is a panelled privacy wall built on top of the original half-wall in the rear of the auditorium.
The Fair’s original single-screen main auditorium is basically intact, including its balcony (which, by all appearances, has been declared “off-limits†for quite some time), with only minor aesthetic modifications. Expansion of the facilities to include additional smaller XXX theatres and private viewing booths was achieved by acquiring space from adjoining box stores on the west side of the building (if you look carefully, you can figure out where the walls used to exist).
The two Greek brothers who manage the theatre also run the adjacent Stella D’Argento Italian Restaurant located on the east side of the theatre (a convenient “walk-through†entry provides direct access to its “bar lounge†by theatre customers). The lounge menu offering “specials for theatre customers only†has proven popular and provides additional income for the restaurant.
Ironically, the same block-long building housing the theatre and restaurant also provides storefront space to a black “church†(I use the term loosely) on its northwest corner! These are same wonderful people who have repeatedly tried (thankfully without success) to curtail or close down the theatre’s operations.
Believe me, you don’t want to visit, especially if you have respiratory or other health issues. The films aren’t the only things “filthy†here â€" this place is downright unhygienic (you’ll want to scrub yourself down after leaving). This place is a biology experiment gone bad.
The lobby ceilings leak (from the lavatory plumbing upstairs) and the roof is no match for a heavy rain shower. The moment you enter, you are met with the stale, lingering musty odor of mildew, mold and even possibly urine. The dampness and heat get worse in warmer weather due to weak, almost non-existent air-conditioning. The carpets are old and dusty. The lavatories look as if they haven’t seen a janitor’s touch in years, plus the fixtures and tile work all look original. There are signs of decay and neglect throughout, and the owner has no intention of doing anything with this place. It will crumble to the ground before he puts another dime into it.
The manager, a little 80+ year-old man who lives on Long Island, has owned a share in this theater for longer than I have been alive, and he is absolutely clueless about what to do with it or how to operate it. His business partners are probably waiting for him to sell out (or croak) so they can unload it to some developer for demolition or conversion to retail space. With virtually no customers left (except a few drunk Mexicans, some tired old men and the occasional curious young man), I can’t imagine how it stays in business (perhaps there is rental income generated from box stores surrounding the theatre that covers its operating costs).
I don’t think the owners are in any financial position to renovate, and the changes required to modernize and bring it up to code would be unfeasible from a cost and investment standpoint. This theatre’s days are numbered.
That Village Voice advert concerns me on two fronts.
First, from a customer standpoint, the advert’s seemingly intentional ambiguity (lack of exact show times which, of course, don’t exist anyway) and promotion of “R-rated” fare disguises the theatre’s true mission, which is to draw an “adult” audience to the XXX attractions. This is, in my opinion, misleading. For those “uninitiated” customers that do venture over, there will be quite a few raised eyebrows and a quick realization of where they are once they see the crowd that frequents this place (at least management banned the drag queens, who used to stomp about like mastodons in heals). Also, the movies and the “policy†are anything but “new†– they have been playing martial arts and other “clean†films on the main screen for years. The only difference is now they are limiting to one film genre.
Additionally, the theatre is actually located in East Elmhurst, on the northern outskirts of Jackson Heights (the comparatively-remote Astoria Boulevard location is actually closer to LaGuardia Airport than to the more “familiar†or “convenient” Northern Boulevard or Roosevelt Avenue locales).
Second, from a managerial perspective, I suppose the objective is to generate curiosity and steer queries to the theatre’s phone number, which IS prominently displayed. This could be used as a means of measuring response to the advert as well as answering questions about the theatre itself. Still, I can’t imagine what kind of response they expect to get for showing the same old martial arts flicks 13-16 hours per day (especially once they disclose the 15 dollar admission fee). Besides, as anyone in the porn business knows nowadays, the Internet is a great outlet for explicit advertising – maximum reach & frequency, and little regulation or censorship.
Bottom line: what is the point of spending money on advertising if you never bother mentioning the actual product or service that you want people to buy?
If there is some “unwritten†or “secret “ code in operation here, I must be missing it.
Intuition is a funny thing, but this is downright creepy…
I was informed that as of Monday, February 20th (Presidents’ Day), this theater was closed. I passed by on Friday the 24th at 6 p.m. to investigate further, and by all appearances, it is true. All entry doors were locked, and the entire place was dark (except for a small lamp left on in the lobby, visible through an open inside door). All display cases, inside and out, were emptied of their ancient faded movie posters and hand-written notices. The box office booth was “de-cluttered†of items, and the hours of operation were no longer posted.
The only “official proof†of closure that I saw was a small, hand-made “signâ€: an 8.5â€x11†sheet of plain paper with a message scrawled in marker ink “CLOSED FOR RENOVATIONS â€" OPENING SOONâ€. However, it was casually placed on the counter, out of general view and difficult to see through the dirty glass (I had to squint to read it).
I do not believe there is any validity to this claim. If the owners were sincere in their attempt to publicize genuine changes or improvements, they would have conspicuously posted larger, more informative signs on the doors and the box office window, clearly visible from the sidewalk and street.
Renovating this facility (in its current condition) into a presentable, legitimate theatre operation would require MILLIONS of dollars and MONTHS of planning, inspections, permit approvals, and reconstruction. I just don’t see it happening. This neighborhood’s demographics simply do not support the need for any cinema, let alone a 599-seat movie theatre. Consider the following:
(1) Area residents are predominantly low-income or working class immigrants (mostly Mexican and other Spanish-speaking) who do not have the disposable income necessary for today’s ridiculous movie ticket prices.
(2) There is a huge Hollywood Video store located two blocks east on Junction Blvd, not to mention numerous small “mom & pop†convenience stores and even bodegas that rent or sell movies dirt cheap. And let’s not forget Queens Library’s Jackson Heights branch and its extensive DVD collection on loan for free. An affordable night at the movies for an economically disadvantaged family is a TV set and an inexpensive DVD player.
(3) The nearby Plaza Twin in Corona tried to make a go of it, showing first-run films with Spanish subtitles (this after converting half the space to a Walgreen’s drug store, then investing in downsizing and reconfiguring). Attendance was poor, the owners took a financial bath, and it closed. Having worked in areas where Spanish is the primary household language, I can tell you that most Hispanic customers do not want to read subtitles â€" they want their movie soundtracks IN Spanish, even if it’s dubbed (DVD-video has both capabilities, another reason for this medium’s immense popularity with this audience).
(4) The only [modestly] successful old-time movie house left in Jackson Heights is the Eagle (a former XXX theatre) that now plays Indian movies (a tremendously loyal fan base for “Bollywood†fare exists in the shopping area around 74th St. known as “Little Indiaâ€)
(5) The Polk is located in an area that has an intimidating reputation, especially after dark. The Corona-Jackson Heights area is known for its Mexican and Columbian gang turf wars and drug peddling (especially along nearby Roosevelt Ave, where I’ve actually witnessed drug pushers, fights, police busts and a crime scene investigation that included yellow “do not cross†tape and a body bag).
It looks like this place is finished. Polk Theatre…1938-2006…R.I.P.
I think last year’s set design concept was, in part an attempt to win back dwindling (i.e. “younger”) audiences who, in this “info-rich, tech-savvy” world (1) have a two-second attention span and (2) would rather go to a website for results instead of sitting through a long “boring” telecast.
That’s why I have reservations about this year’s theme. Yes, it is a great way to celebrate America’s rich cinematic heritage. However, will it attract and hold a younger audience? This has the potential to historically connect and expose recent generations (mine included) to design elements that define the classic movie palace style and capture the essence and glamour that was the “golden age” of Hollywood.
The only question is “will they get it” and if so “will they care?”
Sadly, I think I already know the answer.
I received this in my company e-mail – I thought it would be nice to share. A GREAT opportunity to get what APPEARS to be a FREE peak at this theatre! (I would call to confirm eligibility to attend – corporate affiliation may be required – this looks like a promotion to push group sales to companies)
Date: Tuesday, February 21 2006 12:54 pm
From: Joe Tropia <>
Subject: A Special Look at MARY POPPINS
You are invited to a special behind the scenes look at the newest production from Disney Theatrical and Cameron Mackintosh.
Tuesday, February 28th, 2006
5:30 p.m. at the New Amsterdam Theatre
The event is general admission seating and will last approximately one hour!
Her carpet bag is packed, her umbrella is unfurled, and come the fall, MARY POPPINS takes up residence at Broadway’s magnificent New Amsterdam Theatre. Based on P.L. Travers' cherished stories and the classic 1964 Walt Disney film, MARY POPPINS – currently one of London’s biggest sensations – features the Sherman brothers' original Academy Award-winning songs, and OliverAward-winning director Richard Eyre leads a dream team of vision and stagecraft, bringing to life the story of the Banks family and their magical nanny.
MARY POPPINS marks the first collaboration between Disney, producer of the acclaimed THE LION KING, BEAUTY AND THE BEAST, and TARZAN®, and Cameron Mackintosh, legendary producer of the record-breaking THE PHANTOM OF THE OPERA, CATS and LES MISÉRABLES. The result is a new musical so extraordinarily enchanting that you’ll have just one word for it: “Supercalifragilisticexpialidocious!”
GROUPS ARE NOW ON SALE for what is certain to be one of the hottest tickets of 2006! Special Early Bird Discounts are available for groups (minimum 15 persons) booked and paid prior to May 5th, featuring Orchestra and Front Mezzanine seats for $88.00 and Balcony seats as low as $20.00 and $32.00 for most performances! Call us today or visit us on the web for more details! Previews begin October 14th toward an opening night of November 16th!
Please fill out the following information and either
e-mail to or fax to 212-541-4892:
NAME:
COMPANY:
MAILING ADDRESS:
PHONE NUMBER:
FAX NUMBER:
E-MAIL ADDRESS:
NUMBER OF TICKETS: 1 or 2
All information must be filled out for your request to be processed! Tickets will be mailed in advance! Seating is limited and all requests will be filled on a first-come/first-served basis!
All requests must be submitted no later than Friday, February 24th. Confirmations will be sent shortly thereafter. Please feel free to contact us with any questions or concerns. Thanks!
Best,
Joe Tropia
Sales & Marketing Coordinator
Broadway.com/Theatre Direct
1650 Broadway, 9th Floor
New York, NY 10019
1.800.BROADWAY
212.541.8457 x177 direct
212.541.4892 fax
In the made-for-TV movie “Gypsy” (starred Bette Midler, broadcast on CBS-TV 12/12/1993), an black & white image of the New Amsterdam’s facade and marquee is prominently featured and colourfully animated in the opening montage and credits.
Is there a significant connection with “Gypsy”? Did the play ever have a run here, or perhaps just a film version? If so, was it a premiere or exclusive engagement?
Was it ever a major Vaudeville or burlesque venue?(another possible reason for the reference)
Just curious.
The Fair’s original single-screen main auditorium is basically intact, including its balcony (which, by all appearances, has been declared “off-limits†for quite some time), with only minor aesthetic modifications. Expansion of the facilities to include additional smaller XXX theatres and private viewing booths was achieved by acquiring space from adjoining box stores on the west side of the building (if you look carefully, you can figure out where the walls used to exist).
The two Greek brothers who manage the theatre also run the adjacent Stella D’Argento Italian Restaurant located on the east side of the theatre (a convenient “walk-through†entry provides direct access to its “bar lounge†by theatre customers). The lounge menu offering “specials for theatre customers only†has proven popular and provides additional income for the restaurant.
The owners have provided amenities and reasonable levels of comfort and cleanliness that are unexpected in an establishment of this type. The décor, although somewhat tacky, sets a pleasant and inviting tone. The fish tanks bubbling away in the lobby are particularly unique. The relaxed, non-intimidating (even social) atmosphere will surprise adult theatre “veterans†and “novices†alike.
Ironically, the same block-long building housing the theatre and restaurant also provides storefront space to a black “church†(I use the term loosely) on its northwest corner! These are same wonderful people who have repeatedly tried (thankfully without success) to curtail or close down the theatre’s operations.
The Polk is a straightforward, single-screen operation showing “straight” porn. Its configuration has not been changed. The only significant alteration is a panelled privacy wall built on top of the original half-wall in the rear of the auditorium.
The Fair’s original single-screen main auditorium is basically intact, including its balcony (which, by all appearances, has been declared “off-limits†for quite some time), with only minor aesthetic modifications. Expansion of the facilities to include additional smaller XXX theatres and private viewing booths was achieved by acquiring space from adjoining box stores on the west side of the building (if you look carefully, you can figure out where the walls used to exist).
The two Greek brothers who manage the theatre also run the adjacent Stella D’Argento Italian Restaurant located on the east side of the theatre (a convenient “walk-through†entry provides direct access to its “bar lounge†by theatre customers). The lounge menu offering “specials for theatre customers only†has proven popular and provides additional income for the restaurant.
The owners have provided amenities and reasonable levels of comfort and cleanliness that are unexpected in an establishment of this type. The décor, although somewhat tacky, sets a pleasant and inviting tone. The fish tanks bubbling away in the lobby are particularly unique. The relaxed, non-intimidating (even social) atmosphere will surprise adult theatre “veterans†and “novices†alike.
Ironically, the same block-long building housing the theatre and restaurant also provides storefront space to a black “church†(I use the term loosely) on its northwest corner! These are same wonderful people who have repeatedly tried (thankfully without success) to curtail or close down the theatre’s operations.
Which pictures would you prefer: the theatre or the “iniquity”? ;–)
Believe me, you don’t want to visit, especially if you have respiratory or other health issues. The films aren’t the only things “filthy†here â€" this place is downright unhygienic (you’ll want to scrub yourself down after leaving). This place is a biology experiment gone bad.
The lobby ceilings leak (from the lavatory plumbing upstairs) and the roof is no match for a heavy rain shower. The moment you enter, you are met with the stale, lingering musty odor of mildew, mold and even possibly urine. The dampness and heat get worse in warmer weather due to weak, almost non-existent air-conditioning. The carpets are old and dusty. The lavatories look as if they haven’t seen a janitor’s touch in years, plus the fixtures and tile work all look original. There are signs of decay and neglect throughout, and the owner has no intention of doing anything with this place. It will crumble to the ground before he puts another dime into it.
The manager, a little 80+ year-old man who lives on Long Island, has owned a share in this theater for longer than I have been alive, and he is absolutely clueless about what to do with it or how to operate it. His business partners are probably waiting for him to sell out (or croak) so they can unload it to some developer for demolition or conversion to retail space. With virtually no customers left (except a few drunk Mexicans, some tired old men and the occasional curious young man), I can’t imagine how it stays in business (perhaps there is rental income generated from box stores surrounding the theatre that covers its operating costs).
I don’t think the owners are in any financial position to renovate, and the changes required to modernize and bring it up to code would be unfeasible from a cost and investment standpoint. This theatre’s days are numbered.
That Village Voice advert concerns me on two fronts.
First, from a customer standpoint, the advert’s seemingly intentional ambiguity (lack of exact show times which, of course, don’t exist anyway) and promotion of “R-rated” fare disguises the theatre’s true mission, which is to draw an “adult” audience to the XXX attractions. This is, in my opinion, misleading. For those “uninitiated” customers that do venture over, there will be quite a few raised eyebrows and a quick realization of where they are once they see the crowd that frequents this place (at least management banned the drag queens, who used to stomp about like mastodons in heals). Also, the movies and the “policy†are anything but “new†– they have been playing martial arts and other “clean†films on the main screen for years. The only difference is now they are limiting to one film genre.
Additionally, the theatre is actually located in East Elmhurst, on the northern outskirts of Jackson Heights (the comparatively-remote Astoria Boulevard location is actually closer to LaGuardia Airport than to the more “familiar†or “convenient” Northern Boulevard or Roosevelt Avenue locales).
Second, from a managerial perspective, I suppose the objective is to generate curiosity and steer queries to the theatre’s phone number, which IS prominently displayed. This could be used as a means of measuring response to the advert as well as answering questions about the theatre itself. Still, I can’t imagine what kind of response they expect to get for showing the same old martial arts flicks 13-16 hours per day (especially once they disclose the 15 dollar admission fee). Besides, as anyone in the porn business knows nowadays, the Internet is a great outlet for explicit advertising – maximum reach & frequency, and little regulation or censorship.
Bottom line: what is the point of spending money on advertising if you never bother mentioning the actual product or service that you want people to buy?
If there is some “unwritten†or “secret “ code in operation here, I must be missing it.