The 1933 Independent Theatre Owners Bldg - 341 West 44th Street

An article in the "Vaudeville" section of The Billboard on May 6, 1933, announced that the Independent Theatre Owners' Protective Association "expect to open their new offices soon at 341 West 44th street."  Recently formed by independent motion picture theater owners, the organization sought to protect them from the already powerful film distributors and large theater circuits.

The group's new headquarters were in a recently completed, three-story building just blocks away from the country's entertainment epicenter--Times Square.  Designed by Raymond Irrera for the 341 West 44th Street Corporation, it straddled the Art Deco and Art Moderne styles.

The ground floor was dominated by a modern arcade show window.  Its vast plate glass panels, sitting upon a polished black base, were trimmed in thin strips of chrome.  Nestled behind the storefront were two entrances, one accessing the store and the other the offices above.

Irrera sandwiched the two upper floors between matching terra cotta friezes of Art Deco zigzags and rondels.  He used starkly contrasting white and black brick to create the Art Moderne design of the second and third floors.  The resulting economy of materials during the difficult Depression years worked.  Construction cost the syndicate $15,000 to erect, or about $373,000 in 2026 terms.

The ground floor space was taken by the Amusement Supply Co., Inc.  It catered to the nearby legitimate theaters by offering set design and construction, lighting, and equipment.

The Independent Theatre Owners Association had barely settled into their new home when trouble ensued.  In June 1933, President Franklin D. Roosevelt established the National Recover Administration to stimulate economic recovery.  On November 10, it filed a $1 million suit "on the ground of alleged violation," reported The New York Times.  Calling the Independent Theatre Owners Association and a co-defendant "an alleged 'company union,'" the suit charged that they "signed the re-employment agreement to better business conditions by hiring more men, increasing wages and cutting working house to thirty-five hours a week."  Instead, they "cut staffs in half, reduced pay and increased the working week to fifty-two hours."  The two organizations were ordered to pay "sums ranging from $1,294 to $5,499 for crews of from four to eight men."

image via the NYC Dept of Records & Information Services.

The drastic decline of independently owned motion picture houses at midcentury prompted the closing of the Independent Theatre Owners Association.  It was gone from 341 West 44th Street as early as 1940.  The Amusement Supply Co., Inc. still occupied the storefront that year.  A theatrical printing firm, New Process Program Corp. occupied the second floors.  It produced programs, banners on oilcloth, full-sized lobby cutouts of motion picture stars, and lobby posters.  Upstairs was Eldridge Enterprises, Inc.  Its cryptically worded help wanted ad on November 3, 1940 gave no hint of the firm or its dealings:

Attention Salesmen:  Big Commissions.  Proven Plan for Retail merchants to increase sales.  Write for particulars.  Eldridge Enterprises, Inc. 341 West 44th St., New York.

The Tops Employment Agency occupied space here as early as 1961.  On July 6 that year, Mayor Robert Wagner ordered penalties against the firm.  The New York Times reported that it was "accused of 'petty chiseling' against domestic workers they had brought to the city."

A renovation in 1991 resulted in a "eating and drinking establishment" on the second floor, and by 1996 the Trilogy Theatre Group operated downstairs.  It presented plays like Louise Page's Tissue, a drama about a woman's struggle with breast cancer, in April 1996, and Kevin Doyle's Styrofoam, about the Stampede Theater Festival, staged here in January 2004.  That production was among the group's last.  The Trilogy Theatre closed later that year.

Luthier Music Corp. replaced the theater.  It sold guitars, sheet music, and Luthier-made guitar strings, among other related goods.  The store would occupy the space for a decade, moving out in 2014.

The handsome little building sat empty for years before being purchased by the Buddha's Light International Association.  The group announced plans to construct the Buddha's Light Cultural Center on the site.  But that scheme got derailed.  In May 2026, the group sold the property "to a fashion executive," according to Crain's New York.  Its fate is unknown at the time of this writing.

photographs by the author