Proctor's 23rd Street Theater ca. 1895

When the church that originally occupied this site was torn down. F.F. Proctor purchased the land and erected his theater. It was here that he began his career as the foremost producer of vaudeville and popular melodramas. Proctor's was the first vaudeville house in New York City to offer "continuous vaudeville," with shows running from 11 in the morning to 11 at night. Advertisements for Proctor's read "After Breakfast, Go to Proctor's, After Proctor's Go To Bed."

Located in the Flatiron district, Proctor's made a special appeal to women shoppers, who could catch a show any time during the day. With the coming of movies, the theater began to offer a mix of movies and vaudeville, and then movies alone.