New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1912-05-23
KE|THTS NEW VENTURE
Manager TO Reopen Old Union
Square Theatre with High
Class Vaudeville.

The Latest Development in the ever chang
frs vaudeville situation in New YORK. came
to light last night in the announcement
that 3. F. Keith has again taken hold OF
the famous old Union Square Theatre, and,
disregarding the fact that the centre for
the better class of amusement has moved
further uptown, will open it on Monday
afternoon, June 3, as a first class vaude-
vile house.
Elmer T. Rogers, who lately managed the
Fifth Avenue Theatre under the Keith
regime. and E. Y. Darling. who booked the
attractions under the direction OF E. +.
Albee, general manager II all Mr.. Keiths
interests, have been assigned TO put into
The Union Square Theatre the best offer
lngs now controlled ty the Keith manage
nIent and arrangements have already been
made for some Of the most expensive
broadway attractions to go down 10 Union
Square. It is planned 10 inaugurate new
era Of high class amusement in that sec
ton Of the city. and the theatre is now be-
ing thoroughly renovated for this purpose.
Mr.. Rogers and Mr.. Darling will also have
full charge of the Union Square Theatre
and all OF Mr.. wlllans's houses when they
ere taken over by Mr.. Keith on July 1.
The Union Square was the first theatre In
which Mr. Keith installed his idea of vaude-
vile in New York. more than twenty years
ego. when high class theatrical attractions
we're being presented in downtown theatres,
most Of them In the immediate vicinity OF
14th street, Mr.. Keith never lost faith In
the district, Notwithstanding the fact that
with other managers he moved his hign
class attractions further uptown few
years ago. Moving pictures and light
vaudeville were then installed temporarily
In the Union Square at popular prices. and
soon l4th street became lined with theatres
presenting this class OF attraction. which
Is now appealing to the hundreds OF thou
sands Of people who find amusement in that
district
Although keenly interested at all times in
the theatre which gave him entrance into
New York. Mr. Keith II is said. in his
present move is not altogether influenced
BY sentiment. He has watched closely the
trend OF amusement in the downtown sec
ton. and has become convinced that the
time has arrived 10 re-establish there tho
form OF entertainment which for more than
fifteen years made the Union Square one Of
the most profitable theatres in New York
The fact that he has assigned for this re-
vival Of high class attractions the same
men who made the Fifth Avenue so sue
cessful under direction IL significant.
Mr. Keith has given Mr.. Albee and Mr..
Rogers carte blanche 20 do everything and
anything 70 make the Union Square Theatre
attractive TO his patrons and to give it the
biggest and best shows 1t has always been
a homelike house; old vaudeville patrons
delighted in going there. While the theatre
Is not large. IL has advantages for vaude-
VILE that larger houses lack. The artist
and the audience are brought closer to-
sether in a small than large theatre Ad-
vantage will he taken of this fact In the
attra ctions booked there This little play
house which has distinct place in the
theatrical history Of New York, will be
brought up to its former standing archi-
tecturaly by redecorating, refurnishins
and the installation OF every comfort for
Mr. Keiths patrons The opening bill Will
he announced later The prices viii he
more reasonable than in any other vaude-
Vile house in New York for the high class
programmes given.