Loew’s Theater, Midtown Plaza, Rochester NY 1963

This authentic 1960s color photograph, captured in 1963, shows the Loew’s Theatre marquee and the innovative infrastructure of Midtown Plaza in Rochester, New York. The archival image highlights the concrete entrance ramp leading to the mall’s massive underground parking garage, a revolutionary feature for urban centers at the time. The theatre marquee prominently advertises the film “The Caretakers” starring Robert Stack, Polly Bergen, and Janis Paige. To the left, a large directory for the Loew’s Theatre Building lists various tenants, including the City Typewriter company, Rochester Beauty Salon, Dworski Music Store, and WRVM Radio. The street level features a row of small businesses such as Econo-Car and the Fox Shop, while period automobiles cruise the downtown thoroughfare. Midtown Plaza was a landmark project in American urban planning, designed by Victor Gruen to bring the convenience of suburban shopping malls to the city core. While the mall portion was demolished in 2010, the Loew’s Theatre building—later known as the Miller Center—stands as a reminder of Rochester’s mid-century commercial height. This factual record preserves the architectural and cultural details of a pioneering urban revitalization project. All our images are available as royalty-free instant downloads for use in books, media, and creative projects – or make your own prints for home, work, or as a truly unique gift.