New Amsterdam Theatre, ca. 1910. The Art Nouveau New Amsterdam Theatre was constructed between 1902 and 1903 to the designs of the firm of Henry Hertz and Hugh Tallant. The architects created a highly ornamented building; the first three floors are lavish in decoration and sculpture. Its popular roof garden was added in 1904. The building incorporated two theatrical spaces and an office tower to be leased to theatrical interests. Florenz Ziegfeld, Jr., creator of the Ziegfeld Follies maintained an office in the building between 1913 and 1927, and the Follies themselves were performed on a New Amsterdam stage between 1913 and 1920, 1922 and 1925, and 1927. The roof garden venue at that time was called Ziegfeld Midnight Frolic and was known for more racy and tantalizing productions. The theatre closed in 1936 and was converted into a movie house for much of the rest of the 20th century. During this era the roof garden space was used as a rehearsal area for Broadway shows. In the 1990s the building was purchased by the Disney Theatrical Productions and underwent a massive and costly renovation to return the building to original grandeur. The roof garden was unfortunately permanently closed at this time, due to modern building codes. Since 1997 the venue has been the home of Disney-produced musicals, including The Lion King, Mary Poppins, and Aladdin.

New Amsterdam Theater ARCHITECT: Herts & Tallant DATE: 1902-03 STYLE: Art Nouveau This interior is a rare example of Art Nouveau architecture in New York City. Working in conjunction with sculptors, painters, and other craftsmen, the architects used the Art Nouveau style to carry out a dual theme: the representation of the spirit of drama and the theater and the representation of New Amsterdam in its historical sense as the City of New York. The ornament, sculpture, murals and color scheme are intrinsic parts of the overall scheme. It was designed with innovative and extensive technical facilities to make the New Amsterdam the best possible theater. Many notable artists worked on various aspects of the interior.

The "naughty, gaudy, bawdy, sporty, 42nd Street." Over the 20th century it was constantly changing: theatre > burlesque > movies> grindhouse> XXX> revitalization. These are the theatres of the "Deuce."