Historic Embassy Theatre to be converted into visitors center

Real Estate Weekly, August 12, 1998

The new Times square Visitors Center, which will is slated to open late this summer, will be located at 1560 Broadway between 46th and 47th streets, and will be administered by the BID. The visitors center will include a citywide information desk run by the BID, as well as six separate booths offering a unique variety of visitors services, ranging from sales of sightseeing tours to Broadway tickets and free information.

Architect Ronnette Riley, Frank Sciame, the F.J. Sciame Construction Co., Inc. and Ensign Engineering an currently renovating the majestic theatre. Financing was accomplished by having the licensees offering services in the Visitors Center contribute a one-time capital construction fee; in addition to their monthly operating costs.

The design team is retaining many of the Embassy's original elements and its theatrical ambiance, while infusing the new Visitors Center with a modern, updated look. The original beauty of the orchestra area and the ornamental columns along the side walls will be preserved. Areas of color in the floor will be defined by terrazzo strips in zinc, outlining the original locations of the seas and aisles to retain a sense of the theatre's past. Two of the theatre's six landmarked, hand-painted landscape murals by celebrated New York artist Arthur Crisp and the theatre's two lobbies will be fully restored to their original architectural splendor, and the projection room will be preserved for possible future use. Six booths will be designed to resemble old-fashioned theatrical boxes with contemporary lighting trusses, while the circular city-wide information desk in the center of the theatre will be installed directly under an ornate bronze rondel chandelier. The theatre's historic chandeliers, along with its intricate wood paneling and brass doors, are being meticulously restored by hand.

Surrounded by world-renowned landmarks and tourist attractions, the visitors center is set to house an array of vital services including:

* Six ATMs from Fleet Bank;

* The League of American Theatres and Producers: The Broadway Ticket Center offering full-priced tickets for all Broadway shows;

* Gray Line/Circle Line: Sales office for sightseeing bus and boat tours, and tickets to popular attractions;

* Metropolitan Transportation Authority: Sales booth for Metrocards and transit memorabilia;

* Panasonic: Video wall exhibit featuring the history of Times square and a simulated New Year's Eve ball drop narrated by Mayor Rudolph Giuliani and Dick Clark, along with updates on new Panasonic technology.

* Hotalings News Agency: A newsstand offering regional and international newspapers;

* Yahoo!: Free access to the Internet at six terminals;

* CityStore: Sales booth for official New York City items, many bearing the City seal or City agency logos.

Built in 1925 on the ground floor of a new 17-story office building, the Embassy Theatre was originally run by film giant Metro-Goldwyn-Mayer as an exclusive high society motion picture house. The theater made history as the first and only movie theater in the United States managed and staffed solely by women, chosen for their age (17 to 21); their height (less than 5[feet]4[inches]); their intelligence; their white teeth (no gold allowed); and their "ability to wear clothes with dignity."

The Embassy's feminist foundation continues on, as Ronnette Riley, one of only a few women who heads her own architectural practice, takes the reins of the renovation.

In 1929, the Embassy made history a second time when it became the first newsreel theatre in America, sparking a national trend.

Since its creation six years ago, the Times square BID has worked aggressively to make the neighborhood cleaner, safer and friendlier for all who visit, live and work in the area. Supported by the area's 404 property owners, the BID provides a full range of supplemental services, promotion for the area, advocacy for the interests of the local businesses, information to enhance economic development and public improvements.