Postcard Thursday: Paramount Building

If you stand in the middle of Times Square, you'll immediately notice two things: first, that's a lot of costumed Elmos in such a small space; and, second, one building isn't covered in brightly lit advertising: the Paramount Building.

That advertising is actually required by law:

There shall be a minimum of one illuminated sign with a surface area of not less than 1,000 square feet for each 50 linear feet, or part thereof, of street frontage.

Somehow, the Paramount Building--perhaps due to its landmark status--circumvents the ordinance.

Built in 1926, the Paramount Building was the headquarters of the motion picture company of the same name. Designed by the firm of Rapp and Rapp, the building's pyramidal top was both a response to New York's restrictive 1915 step-back zoning law as well as an homage to the Paramount logo--a mountain topped with stars. In the new building, Rapp and Rapp placed that stars on the four-faced clock atop the tower.

Offices for Paramount were located on the upper stories of the building with a large movie house on the ground floor, designed to mimic the Paris Opera. Later, to boost revenues, Paramount added live shows, including the New Year's Eve 1942 appearance by Frank Sinatra that helped prove he was a superstar. Sinatra came on after Benny Goodman, and Goodman later recalled: “I introduced Sinatra and I thought the goddamned building was going to cave in. I never heard such a commotion with people running down to the stage, screaming and nearly knocking me off the ramp. All this for a fellow I never heard of.”

During World War II, the famous clock was painted black (as were many windows in midtown) to guard against Nazi bombing raids. The clock faces were not restored until 1996.

In 1953, crowds gathered at the Paramount to see the newest Vincent Price vehicle: House of Wax in brand-new 3D.

The theater finally closed in 1964; the space was later leased to the New York Times  and today houses the Hard Rock Cafe. The building was landmarked in 1988.

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Explore more NYC history in

Footprints in New York: Tracing the Lives of Four Centuries of New Yorkers

If you haven't had a chance to pick up a copy of Footprints yet,

you can order it from your favorite online retailers (Amazon, Barnes and Noble, etc.) or

from independent bookstores across the country.

April 10, 1953: Vincent Price Ushers in the 3-D Craze in Times Square

With the success of James Cameron’s Avatar – and at least seventy 3-D films in the pipeline for release in the next few years – we may be entering a golden age of 3-D cinema. (And with ticket prices on Manhattan reaching $19.50 per person, cinemas are seeing the technology as their savior.)

But we’ve been here before and the last “golden age” of 3-D film may serve as a cautionary tale.

Fifty-seven years ago tomorrow, on April 10, 1953, the Avatar of its generation – a horror film called House of Wax – premiered at the Paramount Theater in Times Square. The film boosted the career of Vincent Price, who would later go on to be known as the “King of Horror,” but who was known for a brief moment in the early 1950s as the “King of 3-D.”

The technology to create 3-D films has existed since the birth of the medium in the late 19th century and there was a brief flirtation with making commercial 3-D films in the 1920s. However, the high costs of showing 3-D films, combined with the onset of the Depression, quashed the emerging technology. However, during the postwar television boom, Hollywood saw its revenues falling. This resulted in a wave of films marketed as “big screen” experiences and 3-D was resurrected as part of Hollywood’s arsenal for getting audiences back into the theater. The first 3-D film of this wave, released in 1952, was Bwana Devil, starring Robert Stack, and set in Africa (though clearly shot in the L.A. foothills).

However, what brought 3-D to the forefront was House of Wax, released the same weekend as Columbia pictures entry into the 3-D market, Man in the Dark. Considered one of the great horror films of its era, House of Wax not only took great advantage of the 3-D technology, but was also shown with stereoscopic sound – a rarity at the time. Thus, audiences at the Paramount would have been treated to both a feast for their eyes and ears.

Soon, Hollywood had dozens of 3-D films in production. In just the next 18 months, Price would star in Son of Sinbad, Dangerous Mission, and The Mad Magician. Other notable 3-D films released in 1953 and 1954 included It Came from Outer Space and the Cole Porter musical Kiss Me, Kate. By 1954, however, the shortcomings of the technology were becoming apparent. It was difficult for theaters to install and maintain the dual-projection equipment; audiences often complained about the red/blue glasses they were forced to wear (and the ensuing headache); and – Kiss Me, Kate notwithstanding – the quality of the films quickly plummeted with many just being gimmicky releases designed to cash in on the 3-D craze. By 1955, just two years after House of Wax’s opening, 3-D movies were for all intents dead and the idea would not be revived until the current wave of films.

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The Paramount Theater still stands on Times Square, a magnificent reminder of that area’s former glory as a home to cinemas as well as Broadway houses. The Hard Rock currently occupies what was once the theater space.

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If you happen to have a pair of red/blue 3-D glasses on a shelf somewhere, pull them out for this clip from House of Wax.

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Read more about Times Square as an entertainment mecca in

Inside the Apple: A Streetwise History of New York City.

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