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NEW Masthead Visitor Center

Visitor Center InteriorGet information on New York City’s many tourist attractions from NYC & Company at the Times Square Museum & Visitor Center.

Housed in the landmarked Embassy Theater, which was the world’s first newsreel theater, the nearly 6,000 square-foot Visitor Center now also includes a free mini-museum with unique exhibits that tell the story of Times Square.

  • The "Times Square Spectacular" show, featuring the New Year’s Eve Centennial Ball, which stood atop One Times Square in 2007, and simulates the New Year’s Eve countdown every hour, on the hour, the 05, 25, and 45.
  • A confetti Wishing Wall, where visitors can write wishes for the upcoming year to be added to the two tons of confetti that will fall on Times Square at midnight on New Year’s Eve
  • Video highlights of Times Square’s past and present
  • A Broadway exhibit with hats from iconic Broadway shows
  • A Fantasy and Desire exhibit featuring a restored “Peep-O-Rama” sign from 42nd Street’s last peep show, along with three show booths, which now showcase videos on the history of Times Square

Read more about the exhibits in the Museum and Visitor Center >>

Photo Credit:  Paul Warchol


Built in 1925, the Embassy Theatre was designed as an exclusive high society motion picture house run by Metro-Goldwyn-Mayer.

It made history by being the only theatre in the United States managed and staffed solely by women, under the direction of Gloria Gould Bishop. In 1929, the Embassy sparked a national trend when it became the first newsreel theatre in America.

Today, the Visitor Center’s new 5-minute newsreel-style documentary The Times Square Story will present the themes and stories of Times Square over the past century – bringing the space back to its original roots.