Looking north on 42nd Street. The marquee announces Florence Reed in "The Mirage", the play which opened the theater; it ran from September 30, 1920 to March 12, 1921.Woollcott, Alexander. "The Play" "The New York Times" (October 1, 1920) (review of "The Mirage")"Theatrical Notes" "The New York Times" (March 2, 1921) paragraph 5 ("The Mirage" to end run March 12.) The Apollo Theatre did not open until November 17, 1920.""Jimmie" Opens the Apollo" "The New York Times" (November 18, 1920) "Notes" reflist