Times Square Theater

The Times Square Theater, the last remaining property to be redeveloped, will be transformed into a multi-floor retail space by Stillman Development International.

THE TIMES SQUARE THEATER was constructed in 1920 by the Selwyn brothers with a common facade shared with the Apollo Theater. Designed in the Adamesque style by architects de Rosa and Pereira, the Times Square’s interior was painted green, silver and black, and the walls were decorated with murals and ornamental plasterwork.

On September 30, 1920, the Times Square opened with Edgar Selwyn’s The Mirage, followed by The Demi-Virgin. Despite appearances by stars like Tallulah Bankhead, Robert Cummings, Gertrude Lawrence and Beatrice Lillie, the theater’s first real success was not until 1925 with Channing Pollock’s The Enemy. Between 1926 and 1933, four big hits opened at the theater: Gentlemen Prefer Blondes which became the basis for the hit musical, Charles MacArthur’s and Ben Hecht’s The Front Page, George Gershwin’s Strike Up the Band, and Noel Coward’s Private Lives starring Coward, Laurence Olivier and Gertrude Lawrence. In 1934, the Times Square began showing movies, and by 1940 a retail store had been built on the stage, prohibiting the possibility of theatrical use without costly renovation.