In 1990, the city created The New 42nd Street, a non-profit devoted to revitalizing 42nd Street between 7th and 8th Avenues, undoubtedly Times Square's most hazardous and filthy section. Since then, the number of visitors to this area has increased by more than 50 percent. 42nd Street is one of the major commercial streets of New York City. It runs north-south from 14th Street to 59th Street, intersecting with Seventh Avenue at 42nd Street. The portion between 14th and 33rd Streets is also known as Central Park South. It is an internationally recognized symbol of cinema and holds the world record for the longest running musical in history (Cirque du Soleil's "Avenue Q"). The street has had many names over time including Broadway, B'way, and more recently "The Walk", due to the increase in pedestrian traffic. The New 42nd Street renamed the stretch of pavement between 7th Avenue and 8th Avenue after Louis B. Mayer, founder of Metro-Goldwyn-Mayer, who owned much of the land there until his death in 1991. Before that, it was named after Henry W. Whitney, who managed to turn his hand to just about anything back in the day.