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Times Square Times Square Table of Contents TIMES SQUARE TIMES SQUARE TABLE OF CONTENTS Introduction 3 Advertising 9 Entertainers 17 New Year’s Eve 27 Notable Stops 37 1 2 INTROD UCTION 3 4 In 1904, New York Times publisher Adolph S. A BRIEF HISTORY Ochs moved the newspaper’s operations to a new skyscraper on 42nd Street at Longacre Square, on the site of the former Pabst Hotel, which had existed on the site for less than a decade since it opened in November 1899. Ochs persuaded Mayor George B. McClellan Jr. to construct a subway station there, and Known early on as Long Acre, also the area was renamed “Times Square” on April 8, 1904. Just three weeks later, the first spelled Longacre, Square, it had an electrified advertisement appeared on the side of a bank at the corner of 46th Street unsavory reputation as the centre of and Broadway. illicit activity in the 1890s, though The New York Times moved to more spacious earlier in the 19th century it had been offices one block west of the square in 1913 and sold the building in 1961.The old Times both a commercial and a residential Building was later named the Allied Chemi- cal Building in 1963.Now known simply as area. At the turn of the 20th century, One Times Square, it is famed for the Times a number of impressive theatres were Square Ball drop on its roof every New Year’s Eve. established on 42nd Street, and by Times Square grew dramatically after World the second decade of the century the War I. It became a cultural hub full of the- atres, music halls, and upscale hotels. Times Times Square and Broadway area had Square quickly became New York’s agora, a become arguably the most famous en- place to gather to await great tidings and to celebrate them, whether a World Series or a tertainment district in the country. presidential election. Advertising also grew significantly in the 1920s, growing from $25 million to $85 mil- 1890 lion over the decade. For example, the Wrig- 1905 ley Spearmint Gum sign, possibly the biggest electric sign “in the world,” cost $9,000 per month to rent. It was also during this period that the area began to be besieged by crime and corruption, in the form of gambling and prostitution; one case that garnered huge at- tention was the arrest and subsequent execu- tion of police officer Charles Becker. 5 6 “This street was sex shops and paraphernalia On May 8, 1945, a massive crowd celebrated Victory in Europe Day in Times Square; and shops and triple X porn shops. It was the kind on August 15, 1945, the largest crowd in the of street that people told their kids to stay history of Times Square gathered to celebrate Victory over Japan Day. The victory itself away from.” was announced by a headline on the “zipper” news ticker at One Times Square, which read “*** OFFICIAL TRUMAN ANNOUNCES JAPA- NESE SURRENDER ***”, the six asterisks rep- resenting the branches of the Armed Forces. During the 1980s, Times Square was not so much the “Crossroads of the V-J Day in Times Square is a photograph by Alfred Eisenstaedt that portrays a U.S. World” as it was the wrong side of the Navy sailor grabbing and kissing a stranger, a woman in a white dress, on Victory over tracks. The sex market and drug trade Japan Day in New York City’s Times Square. The photograph was published a week later thrived in the area, and the homeless in Life magazine, among many photographs encampments dotted its streets. Many of celebrations around the United States that were presented in a twelve-page sec- local theaters, that at one point were tion titled “Victory Celebrations”. A two-page spread faces three other kissing poses among legitimate operations that showcased celebrators in Washington, D.C.; Kansas City; and Miami opposite Eisenstaedt’s, which was theperformances of renowned actors given a full-page display. Kissing was a favor- like Lionel Barrymre, had become the ite pose encouraged by media photographers of service personnel during the was, but home to peep shows and porn movies. Eisenstaedt was photographing a spontane- ous event that occurred in Times Square soon In 1981, Rolling Stone magazine called before the announcement of the end of the war with Japan was made by U.S. President West 42nd Street, located in the heart Harry S. Truman at seven o’clock. of Times Square, the “sleaziest block Because he was photographing rapidly in America.” 1986 changing events during the celebrations, Eisenstaedt did not have an opportunity to get the names and details. The photograph does not clearly show the face of either per- son involved, and numerous people have claimed to be the subjects. The photograph was shot just south of 45th Street looking 1945 north from a location where Broadway and Seventh Avenue converge. 7 8 ADVER TISING 9 10 INFORMATION OVERLOAD According to Times Square NYC, Even though the costs are so high in September 2018, the famed site for these spots, companies con- welcomed 390,368 average daily tinue to invest in them because visitors. And in 2017, NYC: The Of- it does have such a high pay off. ficial Guide says 50 million tourists Similar to ad times during the Su- visit the site each year. This makes per Bowl, these spaces are so it one of the busiest tourist attrac- expensive, but they are almost tions in the world. For marketers, guarenteed to bring in revenue Times Square signage advertising for the companies. takes in roughly 1.5 million impres- sions day-to-day. If you factor in In Times Square, bigger ideas are the New Year’s Eve ball drop, when better. Time Square ads that rely more than a million people crowd on a story really don’t get noticed. the area, the numerous inciden- If branding isn’t 100 percent per- tal appearances in movies and on sistent, a viewer will likely have television shows, like the morning no idea what the ad is for. Times talk shows that film in the heart of Square, the company that runs the Times Square, now those impres- boards, offers the ability to provide sions are up to 150 million per year. an interactive experience as well as pull in data dynamically. The prob- It costs between $1.1 and $4 million lem is, most people don’t stop long a year to buy advertising space in enough to even realize they can Times Square. It can also cost up interact with the board or that the to $3 million per month to adver- data is actually more than canned tise on Time Square’s largest bill- info. There is a lot going on in board. Taking the average of the Times Square and people are eager cost range and the estimated 150 to get to their destination. million impressions a year, the cost breaks down roughly to 1.7 cents per impression. The average cost per impression for a billboard ad- vertisement for the rest of America is much lower, ranging from 0.2 to 0.5 cents. 11 12 “The NASDAQ MarketSite was created to pro- The 1991 sign was replaced in 2004 by a new vide a unique and unprecedented platform for Coke sign. The Coca-Cola Company and The Museum of Modern Art selected Brand Ar- NASDAQ listed companies” chitecture’s distinctive design from an fifteen design firms from the United States. The multi-layered billboard had a complex pattern of stainless steel planes and exposed superstructure. The sign’s design was inspired by Manhattan’s steel and glass monoliths and NASDAQ MarketSite, also referred to the frenetic pace of midtown street traffic. The 3-D composition rendered the Dynamic just as MarketSite, is located in Times Ribbon Device in both positive form and negative space. The display also offered the Square in New York City, it occupies possibility of live video streaming across the the northwest corner of the bottom sign’s curvature. Built by digital LED display manufacturer Daktronics and titled “Simply of 4 Times Square. The exterior wall Coke,” the sign was covered in programmable Light-emitting diodes and allowed graphics of the seven-story cylindrical tower to be displayed. is an LED electronic video display The sign attained 180-degree visibility by that provides market quotes, financial sculpting LED panels around the 8 foot hori- zontal thrust. Wright Massey, owner of Brand news and advertisements. It was built Architecture Inc. and creator of the sign, said, “We realized that a vibrant, simple design in 1999 and made its grand debut on would draw focus in the frenzied pandemo- nium of Times Square. Drawing from recent January 1st, 2000. Coca-Cola marketing research, we found the Dynamic Ribbon Device the best vehicle for conveying key brand values. We wanted a MarketSite contemporary, authentic statement, full of en- ergy, optimism, and youthful spirit. We want- ed our sculpture to inspire consumers on all three emotional levels: head, heart and gut.” During the unveiling ceremony on July 1, 2004, which was also in the middle of an ad- vertising campaign for Coca Cola C2, the sign showed “The Time Machine”, a tribute to the past of Coca Cola and New York City, soon after activation Coca-Cola 13 14 “The rule of thumb for what a Broadway show One Times Square, also known as 1475 Broad- way, the New York Times Building, the New should spend each week on advertising is York Times Tower, or simply as the Times about 10 percent of a production’s weekly Tower, is a 25-story, 363-foot-high (111 m) skyscraper, designed by Cyrus L.
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