The Century Theatre, originally the New Theatre, was a theatre at 62nd Street and

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on the

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. Opened on November 6, 1909, it was noted for its fine architecture but due to poor acoustics and an inconvenient location it was financially unsuccessful. The theatre was demolished in 1930 and replaced by The Century apartment building.

History

New Theatre

The New Theatre was once called "New York's most spectacularly unsuccessful theater" in the ''WPA Guide to New York City''. Envisioned in 1906 by Heinrich Conried, a director of the Metropolitan Opera House, its construction was an attempt to establish a great theatre at New York free of commercialism, one that, broadly speaking, would resemble the Comédie Française of

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. Thirty founders each subscribed $35,000 at the start, and a building designed to be the permanent home of a repertory company was constructed on

on the

at a cost of three million dollars. Architecturally, it was one of the handsomest structures in the city, designed by the prominent Beaux-Arts architectural firm

Carrère and Hastings Carrère and Hastings, the firm of John Merven Carrère ( ; November 9, 1858 – March 1, 1911) and Thomas Hastings (March 11, 1860 – October 22, 1929), was one of the outstanding American Beaux-Arts architecture firms. Located in New York City ...

. With

Winthrop Ames Winthrop Ames (November 25, 1870 – November 3, 1937) was an American theatre director and producer, playwright and screenwriter. For three decades at the beginning of the 20th century, Ames was an important force on Broadway, whose repertoire ...

as the only director, the ''New Theatre Company'' occupied the building for only two seasons, 1909–10 and 1910–11. Capable of seating 2,300 persons, the New Theatre was opened on Saturday, November 6, 1909, with impressive ceremonies and apparently under the most favoring auspices, but a serious defect in the acoustics became apparent at once and this was only partly remedied by the installation of a sound-deflecting bell. The world premiere of Sergei Rachmaninoff's 3rd piano concerto took place on Sunday, November 28, 1909, at the New Theatre, with Rachmaninoff as soloist and Walter Damrosch conducting the New York Symphony Society. Several

Shakespearean William Shakespeare ( 26 April 1564 – 23 April 1616) was an English playwright, poet and actor. He is widely regarded as the greatest writer in the English language and the world's pre-eminent dramatist. He is often called England's natio ...

plays were given, by far the most notable presentation being that of ''The Winter's Tale''. On the whole the company did its best ensemble work in some of the modern plays of that time, like Maeterlinck's '' The Blue Bird'' and ''Sister Beatrice'', Galsworthy's '' Strife'', and

Edward Sheldon Edward Brewster Sheldon (Chicago, Illinois, February 4, 1886 – April 1, 1946, New York City) was an American dramatist. His plays include ''Salvation Nell'' (1908) and ''Romance'' (1913), which was made into a motion picture with Greta Garbo. ...

's ''

The Nigger ''The Nigger'' is a play by American playwright Edward Sheldon (1886–1946). It explores the relationship between blacks and whites in the melodrama of a politician faced with a sudden, personal dilemma. The play was first performed on Broadway i ...

'' starring

Annie Russell Annie may refer to: People and fictional characters * Annie (given name), a given name and a list of people and fictional characters with the name * Annie (actress) (born 1975), Indian actress * Annie (singer) (born 1977), Norwegian singer The ...

. A poetic drama of distinction was

Josephine Preston Peabody Josephine Preston Peabody (May 30, 1874 – December 4, 1922) was an American poet and dramatist. Biography Peabody was born in New York and educated at the Girls' Latin School, Boston, and at Radcliffe College. In 1898, she was introduced t ...

's ''The Piper''. In most cases the stage settings were of very high quality. The building was located a mile above the Theater District, and it was exceedingly expensive to maintain. Financially, the venture proved to be a

boondoggle A boondoggle is a project that is considered a waste of both time and money, yet is often continued due to extraneous policy or political motivations. Etymology "Boondoggle" was the name of the newspaper of the Roosevelt Troop of the Boy Sc ...

. At the end of the second season, the founders of the company decided to abandon the theatre and lease it out. Plans were made to construct a smaller building in the theatre district, but it was found to be impracticable and the company folded. The theatre critic William Winter wrote:

Century Theatre

In 1911, the building was leased to other theatre managers, who changed the name to the Century Theatre, the Century Opera House (1913), and the Century once more (1915), with

Florenz Ziegfeld Florenz Edward Ziegfeld Jr. (; March 21, 1867 – July 22, 1932) was an American Broadway impresario, notable for his series of theatrical revues, the ''Ziegfeld Follies'' (1907–1931), inspired by the ''Folies Bergère'' of Paris. He also p ...

as manager. From Europe in 1912 came

Judith Gautier Judith Gautier (25 August 1845, Paris – 26 December 1917) was a French poet, translator and historical novelist, the daughter of Théophile Gautier and Ernesta Grisi, sister of the noted singer and ballet dancer Carlotta Grisi. She was mar ...

and Pierre Loti, producers and supervisors of ''The Daughter of Heaven''. Despite their efforts, the critic of ''The New York Times'' found the play "rich in spectacle, but dramatically deficient", and the scene changes tedious and "long delayed". In 1917, producers Florenz Ziegfeld and

Charles Dillingham Charles Bancroft Dillingham (May 30, 1868 – August 30, 1934) was an American theatre manager and producer of over 200 Broadway shows. Biography Charles Bancroft Dillingham was born on May 30, 1868 in Hartford, Connecticut to Edmund Bancroft D ...

opened the roof garden as a

nightclub A nightclub (music club, discothèque, disco club, or simply club) is an entertainment venue during nighttime comprising a dance floor, lightshow, and a stage for live music or a disc jockey (DJ) who plays recorded music. Nightclubs gen ...

and named it the Cocoanut Grove, based on the success of a similar venue, Ziegfeld Midnight Frolic at the

New Amsterdam Theatre The New Amsterdam Theatre is a Broadway theater on 214 West 42nd Street, at the southern end of Times Square, in the Theater District of Manhattan in New York City. One of the oldest surviving Broadway venues, the New Amsterdam was built fro ...

. The "Shrine of Snobbism", as the WPA Guide called it, was demolished in 1930. The next year, the

Art Deco Art Deco, short for the French ''Arts Décoratifs'', and sometimes just called Deco, is a style of visual arts, architecture, and product design, that first appeared in France in the 1910s (just before World War I), and flourished in the Unit ...

Century Apartments (designed and developed by the office of

Irwin S. Chanin Irwin Salmon Chanin (October 29, 1891 – February 24, 1988) was an American architect and real estate developer, best known for designing several Art Deco towers and Broadway theaters. Biography Irwin Chanin was born to a Jewish family, the son ...

) was completed on the Century Theatre's site.

Gallery

File:New Theatre - stage - The Architect 1909.jpg, Proscenium and curtain File:New Theatre - auditorium side view - The Architect 1909.jpg, Auditorium File:New Theatre - main vestibule - The Architect 1909.jpg, Main vestibule File:New Theatre - circular main staircases - The Architect 1909.jpg, Staircases File:New Theatre - main foyer circulation - The Architect 1909.jpg, Foyer-level circulation File:New Theatre - main foyer general view - The Architect 1909.jpg, Main foyer File:New Theatre - main foyer ceiling central panel - The Architect 1909.jpg, Foyer ceiling, central panel File:New Theatre - main foyer ceiling secondary panel - The Architect 1909.jpg, Foyer ceiling, secondary panel File:New Theatre - main foyer door - The Architect 1909.jpg, Foyer door File:New Theatre - ground floor plan - The Architect 1909.jpg, Ground floor plan File:New Theatre - rooftop garden pavilion - The Architect 1909.jpg, Rooftop Garden Pavilion File:New Theatre - free-standing poster case - The Architect 1909.jpg, Poster case

References

* *
''The New Theatre''
(New York, 1909), which gives the names of founders, officers, etc., with biographical sketches and portraits of the company * ''The New Theatre, Season 1909–10'' (New York, 1910), for titles of plays, dates of production, casts, etc.

External links

*
New Theatre costume designs, 1909-1911
held by the Billy Rose Theatre Division,

New York Public Library for the Performing Arts The New York Public Library for the Performing Arts, Dorothy and Lewis B. Cullman Center, at 40 Lincoln Center Plaza, is located in Manhattan, New York City, at the Lincoln Center for the Performing Arts on the Upper West Side, between the Metro ...

{{Authority control 1909 establishments in New York City 1931 disestablishments in New York (state) Beaux-Arts architecture in New York City Buildings and structures demolished in 1931 Carrère and Hastings buildings Demolished buildings and structures in Manhattan Demolished theatres in New York City Former theatres in Manhattan Metropolitan Opera Opera houses in New York City Theatres completed in 1909 Upper West Side