Century Theatre, 1930.

A grand (and hulking) presence on the corner of 63rd Street, the Beaux-Arts theatre and opera house, designed by Carrère and Hastings, opened in 1909 as the New Theatre. The New Theatre produced shows for only two seasons before leasing the space to other theatre managers. The venue reopened as the Century in 1911 and by 1915 was under the management of Florenz Ziegfeld.

Buoyed by the success of his roof garden venue and nightclub at the New Amsterdam in Times Square, Ziegfeld opened the Cocoanut Grove on the rooftop here. Unfortunately the theatre had too many strikes against it. And the WPA Guide to NYC was there to call it out as, describing the venue as "New York's most spectacularly unsuccessful theater" and a "Shrine of Snobbism." The locations was too far from the theatre district, the large and ornate building was expensive to maintain, and the acoustics were poor, despite efforts to improve them. In 1931 the theatre was demolished and replaced by the Art Deco Century Apartments, designed by the firm of Irwin Chanin.