The 1960s was a decade of profound social and cultural change in the United States, and Times Square was a direct reflection of this turbulence. The wholesome, family-friendly atmosphere of the post-war era began to erode, giving way to a grittier and more complex environment.
The End of the Movie Palace Era
The continued rise of television and the migration of middle-class families to the suburbs dealt a severe blow to the grand movie palaces of Times Square. These enormous theaters, which held thousands of seats, could no longer attract large enough audiences to remain profitable.
This decline was symbolized by the demolition of the legendary Roxy Theatre in 1960. Other large cinemas were forced to abandon first-run Hollywood blockbusters, switching their programming to low-budget action films, horror movies, and exploitation films to survive. This change marked the definitive end of the golden age of the movie palace.
Broadway continued to produce major hits during the decade, including long-running musicals like “Hello, Dolly!” (1964) and “Fiddler on the Roof” (1964). However, the theater world was also changing. Towards the end of the decade, the groundbreaking rock musical “Hair” (1968) arrived on Broadway. With its themes of counter-culture, anti-war sentiment, and on-stage nudity, “Hair” mirrored the radical shifts happening on the streets outside. The rise of smaller, more experimental Off-Broadway productions also began to draw creative energy away from the main theater district.
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The Rise of “The Deuce”
As mainstream businesses and tourism declined, a different type of enterprise moved in. The 1960s saw the proliferation of adult bookstores, peep shows, and bars catering to a rougher crowd. This transformation was most visible on 42nd Street between 7th and 8th Avenues, a block that earned the notorious nickname “The Deuce.”
Theaters on “The Deuce” became known as grindhouses, specializing in a non-stop rotation of violent and sexually suggestive films. This influx of adult-oriented businesses began the area’s decades-long reputation for seediness and crime, fundamentally altering its public image.
A Center for Protest
Reflecting the social turmoil of the era, Times Square became a prominent stage for public dissent. The U.S. Armed Forces recruiting station, located on a traffic island in the middle of the square, became a focal point for frequent and often large-scale protests against the Vietnam War. The area also served as a gathering point for demonstrations related to the Civil Rights Movement. The square’s role as a place for celebration was increasingly shared with its new identity as a platform for protest.
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