Est. 1903 · Broadway Theater History · Art Nouveau Architecture · Ziegfeld Follies · Times Square Heritage · Disney Theatrical
Architects Henry Herts and Hugh Tallant designed the New Amsterdam Theatre for producers Marc Klaw and Abraham Erlanger, who had purchased the land on West 42nd Street in January 1902. The building opened on October 26, 1903, with a production of Shakespeare's A Midsummer Night's Dream. Its decorative program — marble sculptures depicting scenes from Shakespearean plays and Wagner's Ring cycle, theatrical figures adorning walls from baseboard to ceiling — earned it the immediate designation 'The House Beautiful.'
Between 1913 and 1927, the theater was synonymous with Florenz Ziegfeld's Follies. The Follies ran for fourteen years at the New Amsterdam, featuring elaborate productions and a roster of performers who included performers such as Fanny Brice, Will Rogers, and Eddie Cantor. Ziegfeld maintained offices in the building and operated a rooftop theater for more intimate and risqué productions.
Ziegfeld's departure in 1927 preceded the Great Depression, which sent the theater into prolonged decline. By the 1930s the New Amsterdam had converted to a movie house. It operated as a movie theater until 1983, when it was shuttered entirely. The building sat unused through the late 1980s and into the 1990s, its interior accumulating damage from water infiltration and neglect.
The Walt Disney Company entered a 99-year lease with the city in 1993 and undertook a comprehensive restoration involving over 400 craftspeople. The theater reopened in 1997. Subsequent productions included The Lion King, Mary Poppins, and, from 2014, Aladdin, which continues to run as of 2026.
Sources
- https://en.wikipedia.org/wiki/New_Amsterdam_Theatre
- https://newamsterdamtheatre.com/history.php
- https://broadwayscene.com/olive-thomas-broadways-new-amsterdam-ghost/
Apparitions
Olive Thomas joined the Ziegfeld Follies in 1915 and by 1920 was regarded as one of the production's defining performers. She married Jack Pickford, brother of actress Mary Pickford, and the couple traveled to Paris in September 1920 for a holiday. On the night of September 5-6, returning to their suite at the Hotel Ritz around 3 a.m., Thomas ingested a solution of mercury bichloride — a topical treatment for syphilis prescribed to her husband, stored in a blue glass bottle with French labeling. The ingestion was ultimately ruled accidental by the Paris physician who conducted her autopsy, though competing theories of suicide or medication error have circulated since. She died on September 10, five days later, of acute nephritis caused by the mercury.
The accounts of her presence at the New Amsterdam begin in the years following her death, with stagehands describing a figure in a green beaded dress carrying a blue glass bottle in the theater and on the rooftop garden. The bottle is the consistent identifying detail — a specific, documentable object with a specific, tragic origin.
The most formally documented modern account occurred during Disney's 1990s restoration. A night security guard, alone in the theater and positioned center stage, looked up to see a woman in a green Follies costume and beaded headdress cross the stage, turn, blow him a kiss, and walk through a wall onto 41st Street. The guard was disturbed enough to call Disney management at 2:30 a.m. Disney subsequently placed photographs of Thomas at the theater's front and back entrances, and cast tradition evolved to include bidding her goodnight at the close of each performance.
Thomas did not perform at the New Amsterdam exclusively, but her Follies association with the theater and the endurance of the accounts over more than a century have made her one of Broadway's most consistently cited paranormal presences.
Notable Entities
Olive Thomas
Media Appearances
- Various Broadway and theater paranormal documentaries
- Atlas Obscura featured coverage