The New Theatre was built in 1909, designed by architects Arrere & Hastings and located on Central Park West at 62nd Street. Its famous producers, including John Jacob Astor, Henry Clay Frick, J.P. Morgan, Cornelius Vanderbilt, and Harry Payne Whitney, hoped the New Theatre would become an American version of the National Theatre in Europe. In its first season, the theatre was plagued by bad reviews and bad acoustics, and the New Theatre was losing money. The original owners abandoned the theatre in search of a more central location, and it was renamed the Century in 1911. In 1916, Florenz Ziegfeld and Charles Dillingham teamed up to create a successful revue, The Century Girl, with a score by Irving Berlin and Victor Herbert. Later, the theatre presented Irving Berlin’s revue Yip Yip Yaphank. By 1926, as theatres flourished southward in Times Square, the Century enjoyed fewer and fewer bookings. The theatre was purchased by a construction company and demolished in 1930.