RIVOLI THEATER . 1620 Broadway and 720 7th Avenue at W. 49th Street. Architect: Thomas W. Lamb . Opening: 1917.
S.L. (Roxy
) Rothafel
was the genius of the movie palace. His fame grew as he moved from new theater to new theater, improving and refining the concept of the movie palace. One of the theaters Roxy put his mark on was the Rivoli at Broadway and 49th Street. According to the December 1917 issue of Theatre Magazine, the theater was named after...