Times Square, square in MidtownManhattan,New York City, formed by the intersection of Seventh Avenue, 42nd Street, andBroadway. Times Square is also the centre of the Theatre District, which is bounded roughly by Sixth and Eighth avenues to the east and west, respectively, and by 40th and 53rd streets to the south and north, respectively.

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Known early on as Long Acre (also spelled Longacre) Square, it had an unsavory reputation as the centre ofillicit activity in the 1890s, though earlier in the 19th century it had been both a commercial and a residential area. The square was renamed in 1904 forThe New York Times, which opened its new offices in the Times Tower on the square (though it would outgrow them by 1913). Almost immediately the square became the place where New Yorkers gathered to celebrate the arrival of the new year. In 1907 theTimes began loweringa huge glass ball down its flagpole at midnight onNew Year’s Eve to mark the occasion. Throughout the years, ever moresophisticated technology was used for the square’s ball drop as the tradition came to include live television broadcasts that shared the experience with tens of millions of people across theUnited States.

At the turn of the 20th century, a number of impressive theatres were established on 42nd Street, and by the second decade of the century the Times Square and Broadway area had become arguably the most famous entertainment district in the country, partly because of the square’s central location and because situated beneath it was a large station for the newly constructed subway. During this period it earned the nickname “Crossroads of the World.” Moreover, in short order Broadway became synonymous with American theatre, especiallymusical theatre.

As theGreat Depression deepened,legitimate theatres on Time Square began to close and were frequently converted tomotion picture theatres. As the 20th century progressed, the area became increasingly tawdry. By the 1960s and ’70s it had become a centre for sleazy adult entertainment and was again crime-ridden. Time Square’s resurgence in the 1990s, with the introduction of large tourist-friendly stores, theatres, and restaurants, is often credited toadvocacy by MayorRudy Giuliani and to investment in the area by theDisney Company.

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Early on, Times Square became the preeminent Americanvenue for advances in big, bright electric signage andadvertising, especially after the introduction of neon signs in the 1920s. Beginning in 1928, theTimes “zipper” used some 14,800 lightbulbs to render moving headlines. Among the square’s most famous signs were those depicting a huge coffee cup, out of which real steam rose, and a cigarette-smoking man, blowing steam-generated smoke rings. Since the late 20th century the tenants in Times Square buildings have been required by law to display eye-catching signs, and, as a result, the area remains a flashing, nonstop feast for the eyes.