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Daily News from New York, New York • 104

Publication:
Daily Newsi
Location:
New York, New York
Issue Date:
Page:
104
Extracted Article Text (OCR)

S1 o. Isff legit steps By KEN SANDLER ROADWAY IMPRESARIO and theater owner James M. Nederlander announced yesterday, he will reopen the New Amsterdam Theater In the 1920's, 42d St. was a thriving center of legitimate stage shows THE WILDEST, FUNNIEST, ACTION THRILLER OF THE YEAR. as a live-attraction playhouse next year, 50 years after the home of the Ziegf eld Follies fell on hard times and was turned into a movie theater.

The Nederlander Organization has purchased the building on 42d St between Seventh and Eighth Avs. that houses the New Amsterdam and its companion roof-top theater. During the Roaring 20s, the New Amsterdam and the roof theater were centerpieces of Manhattan society and cultural life. The richly ornate street-level theater will be restored to its former glory, with about 1,700 seats, though the entrance and marquee will be reconstructed on the building's 41st St. side.

The Nederlan-ders already operate a successful playhouse on 41st the former Billy Rose Theater, now named for David T. Nederlander. The roof theater will be redone to seat about 700. The first attraction for the street-level New Amsterdam will be a modern version of the many "Follies" shows Florenz Ziegf eld presented there. It will be called "New Amsterdam Follies," and according to the Nederlanders, Carol Channing is being sought for one of the three star roles.

The Nederlander Organization operates the largest chain of live-attraction theaters in the U.S. and the second largest on Broadway: 12, versus 17 operated by the Shubert. interests. One of his forthcoming productions will be Rudolf Nureyev and the Boston Ballet in Nureyev's new full-evening version of "Don Quixote," opening at the Uris Theater Jan. 18 for a three-week run.

Although ticket prices start at $40 for the Nureyev show, Nederlander says he will lose money, because he is charging less than the American Ballet Theater and the Metropolitan Opera charge for their top ballet attractions. He explains that he is doing this because he is afraid high prices are killing "family business" on Broadway. "I feel like I have a chance to present Babe Ruth to the public before it's too late," said Nederlander. "Nureyev won't dance forever and although this is an event for adults, it's also a family show. The thing about him is that you can't see his magic on television or in the movies." He also said he will attempt to hold the price line on his other Broadway presentations.

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Pages Available:
18,843,435
Years Available:
1919-2024