The famed art deco Paradise Theater reopened after two years with a concert on Saturday, October 25. It will be the first of many under its new management.
The new theater operator, On the Rocks Entertainment, has dug in its heals at the once grand movie palace known far and wide as the Loew’s Paradise Theater, at 2403 Grand Concourse.
One of the first orders of business for theater, featuring live musical performances, is to hold a canned food drive for the holiday season. The drive will take place prior to its next scheduled concert on Saturday, November 21, which will feature Tamia, Deborah Cox, and Kelly Price on an R & B music tour called The Queen Project.
“We will have a large, decorated box in the lobby where people can drop off canned items for those in need,” said On the Rocks spokeswoman Denise Browne. “I think when people stop by they will realize that this theater is the crown jewel in the Bronx.”
The Paradise Theater opened as a movie house on September 7, 1929. Architect John Eberson built it towards the end of a movie palace building boom for $4,000,000.
The 23rd largest movie theater ever built was one of the last “Atmospheric” style theaters, and was designed to enhance the overall experience of going to the theater by being surrounded by fabulous decor.
The theater still features breathtaking Greco-Roman statutory and marble columns line the walls, which are crowded with murals of winged cherubs and cloud-bound figures reminiscent of the Sistine Chapel.
The Paradise Theater is over 80-years-old and seats about 3, 785. Both its façade and its interior are landmarks.
Bronx native Derrick Sanders and Shelby Joyner lead the new management. They have over 13 years in the entertainment industry and plan to breathe new life back into the theater, promising an ultimate guest experience for a number of diversified events that will help theatergoers exceed their overall expectations.
“On the Rocks Entertainment is trying to bring economic revitalization back to the neighborhood,” Brown said. “We are hiring local people from the surrounding blocks to work in the theater, and look forward to partnering with Borough President Diaz and other elected officials to make sure this theater thrives.”
For more information on the canned food drive, or to purchase tickets for upcoming shows, please call the box office at (718) 220-1015.
