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1600 Broadway

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Identification

1600 Broadway
Studebaker Building, National Screen Services
204187

Map

Structure in General

low-rise building
demolished [destroyed]
brick
applied masonry
brown
neo-classicism

Usages

commercial office
restaurant

Facts

  • Building ceased to be a prominent Times Square landmark when the Ramada Renaissance Times Square was built directly to the south, making the building practically invisible from Times Square.
  • The building visually marked the north end of the Times Square canyon until the construction of the hotel one block to the south, and thus has been prominent on many New York postcards for decades.
  • Initially built as a showroom for the Studebaker vehicles, ranging from the horsedrawn carriages such as Grand Victorias and Spider Phaetons to early automobiles.
  • To make up for a loss of advertisement location quality the owners substituted with advertisement location quantity, adding V-shaped signs on the corners and wrapping most of the building with a billboard.
  • Replaced by 1600 Broadway on the Square.
  • The building once housed the founding office of Columbia Pictures and the National Screen Service Corporation, a major supplier of movie posters and other promotional materials.
  • The roof supported many gigantic billboards, including ones for Maxwell House, Chevrolet, Braniff and Sony.
  • The ground floor was home to Ripley's Believe It or Not! Odditorium ("Curioddities From 200 Countries").

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More Information

Location

1596-1602 Broadway
201 West 48th Street, 724-730 7th Avenue
1600 Broadway at 48th Street, NE corner to 7th Avenue
10019
Midtown
Manhattan
New York City
New York
U.S.A.

Technical Data

150.00 ft
10
1902
2004

Involved Companies

James Brown Lord

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