Looking north on 42nd Street.
<p>The marquee announces <a href="https://en.wikipedia.org/wiki/Florence_Reed" class="extiw" title="en:Florence Reed">Florence Reed</a> in <i>The Mirage</i>, the play which opened the theater; it ran from September 30, 1920 to March 12, 1921.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1">[1]</a></sup><sup id="cite_ref-2" class="reference"><a href="#cite_note-2">[2]</a></sup></p><p>The Apollo Theatre did not open until November 17, 1920.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3">[3]</a></sup></p><p><b>Notes</b>
</p>
<div class="reflist" style="list-style-type: decimal;">
<ol class="references"><li id="cite_note-1"><span class="mw-cite-backlink"><a href="#cite_ref-1">↑</a></span> <span class="reference-text"><a href="https://en.wikipedia.org/wiki/Alexander_Woollcott" class="extiw" title="en:Alexander Woollcott">Woollcott, Alexander</a>. <a rel="nofollow" class="external text" href="https://query.nytimes.com/mem/archive-free/pdf?res=F5091EF9345511738DDDA80894D8415B808EF1D3">"The Play"</a> <i>The New York Times</i> (October 1, 1920) (review of <i>The Mirage</i>)</span>
</li>
<li id="cite_note-2"><span class="mw-cite-backlink"><a href="#cite_ref-2">↑</a></span> <span class="reference-text"><a rel="nofollow" class="external text" href="https://query.nytimes.com/mem/archive-free/pdf?res=FA0710F73D5D14738DDDAB0894DB405B818EF1D3">"Theatrical Notes"</a> <i>The New York Times</i> (March 2, 1921) paragraph 5 (<i>The Mirage</i> to end run March 12.)</span>
</li>
<li id="cite_note-3"><span class="mw-cite-backlink"><a href="#cite_ref-3">↑</a></span> <span class="reference-text"><a rel="nofollow" class="external text" href="https://query.nytimes.com/mem/archive-free/pdf?res=F50710F8345910738DDDA10994D9415B808EF1D3">"<i>Jimmie</i> Opens the Apollo"</a> <i><a href="//commons.wikimedia.org/wiki/The_New_York_Times" class="mw-redirect" title="The New York Times">The New York Times</a></i> (November 18, 1920)</span>
</li>
</ol></div>
<a href="https://en.wikipedia.org/wiki/Eugene_De_Rosa" class="extiw" title="en:Eugene De Rosa">Eugene De Rosa</a>, architect
Published December 1920
<a rel="nofollow" class="external text" href="https://books.google.com/books/reader?id=nCznAAAAMAAJ&amp;printsec=frontcover&amp;output=reader&amp;pg=GBS.PR128">"Times Square and Apollo Theatres, West 42nd Street, New York City"</a> <i>Architecture and Building</i> Vol. 52 No. 12 (December 1920) Plate 143. Online at Google Books.