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May 3, 2024

South End of Longacre Square (Today Called Times Square), New York City, 1898

Looking northwest down 42nd Street (left) from Broadway. Right half of the picture is the triangular island between Broadway and 7th Avenue, where One Times Square now stands, which replaced the Pabst Building, a nine-story hotel and restaurant begun in October 1898 and completed a year later.

At left, across 7th Avenue, is the future site of Hammerstein’s Victoria and Roof Garden. Above the Kremonia advertising poster, left-center, is a sign advertising the property. It reads: “For sale or lease / 2 to 5 years / Daniel Seymour / Drexel Bldg. [?]” Below those words is a plan of the property, with measurements of 200 x 100, and of the plot to the west of it, which became Hammerstein’s Theatre Republic.

Posters advertise The Moth and the Flame, which played the Lyceum Theatre April 11 to June 18, 1898, Way Down East (under the Kremonia poster), which played the Manhattan Theatre from February 7 to June 18, 1898, and the Castle Square Opera Company, which played a season at the American Theatre on 42nd Street from December 25, 1897 to June 25, 1898.


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