The venue was home to photoplays in the 1930s, pornography in the 1970s, and independent films at the turn of the 21st century. Today, the Metro Theater is preparing for what some say is its most surprising tenant yet: Urban Outfitters.
The popular chain signed a 20-year lease earlier this month for the historic property located on Broadway between 99th and 100th streets. The Art Deco, terra cotta façade is protected by its official landmark designation, but within a year, the interior will be filled with young salespeople offering advice on trendy furniture and hip clothing.
“It is a very unconventional space, and Urban is a very unconventional retailer. The match is perfect,” said Benjamin Fox of Winick Realty . “They like really soaring spaces. They are going to do a very interesting design.”
The Metro Theater was built in 1933, and has continued to evolve with a changing New York City in the decades since.
“I remember when it was a porno theater,” said Gary Skeggs, a longtime resident of the neighborhood. By the ’90s, the Metro had returned to its family-friendly roots, functioning as a revival house and then as a chain theater.
Skeggs remembered what he calls “the beginning of the end,” when the Metro replaced independent films with blockbusters in its viewing repertoire.
“In New York, small independent theaters just can’t exist anymore,” Skeggs said. “I think it is sad that the only solution is a national brand.”
Indeed, for some locals, the arrival of Urban Outfitters represents a neighborhood defeat.
“It is really unfortunate that the space could not be turned into a community center for performing arts groups to come together,” Community Board 7 member Sheldon Fine said.
Susan Griffin, Skeggs’ wife, called Urban Outfitters “out of scale with the rest of the neighborhood,” and wondered if such a residential area could sustain the store.
But while many were saddened to see their dreams of an art center crushed, few denied the economic realities that challenge such venues.
“We are hungry for nonprofits doing work with after-school programs, but they just can’t pay,” CB7 chair Helen Rosenthal said of the board’s former hopes for the building.
Despite the disappointment, there was also an air of excitement that the space, which has been vacant for years, will finally be put back to use. Employees at local retailers were both surprised and enthusiastic at the news.
“It is great. What they say about this neighborhood is it is all Starbucks and nothing else. We need this,” Adriana Leoniuk, employee of nearby boutique Rootchi, said.
CB7 district manager Penny Ryan shared Leoniuk’s excitement.
“I’m glad to see something there. Urban Outfitters is a unique kind of retail store, and I think this community is going to welcome it,” Ryan said.
Even those disappointed by the corporate fate of the Metro expressed hope that Urban Outfitters would respect the historic value of the site and the needs and desires of local residents.
“They should create signage that blends into the community,” Rosenthal said. “We ask stores to be cognizant of making streets safe and lively for the neighborhood, with benches, and greenery, and bike racks.”
Fine encouraged Urban Outfitters officials to introduce themselves to community board members and ask what the store could do to support the neighborhood.
Some saw Urban Outfitters as a great neighbor simply for the products they offer.
“They’re going to be our neighbor?” Leoniuk said. “Maybe they’ll give us a discount.”