The Loew’s Jersey Theatre, one of five “Loew’s Wonder Theatres” from the 1920s, is coming back to life. After decades of limited use and a near-demolition threat, the nearly 100-year-old venue in Jersey City is set to reopen this fall with a performance from the Trey Anastasio Band. The grand reopening weekend continues on Nov. 14 with The War on Drugs.
The restoration cost $130 million and took years to complete. The Jersey City Redevelopment Agency (JCRA), the State of New Jersey/New Jersey Economic Development Authority and Harris Blitzer Sports & Entertainment (HBSE) partnered on the project. HBSE also runs Prudential Center in Newark and White Eagle Hall in Jersey City.
Saving the Building From the Wrecking Ball
The theater was at the center of Publishers Row, a bustling neighborhood where many newspaper businesses operated. It hosted Duke Ellington and Frankie Valli and the Four Seasons during its heyday. Built by architects Rapp and Rapp as a 3,021-seat movie house, it became a landmark in the area.
The city bought the theater from private owners in 1993, but demolition loomed. Local preservationists fought to save it. HBSE came on board the renovation project in 2021 and saw a need for a midsize theater in Jersey City.
“There was a big effort within the city to keep the building from the wrecking ball,” Loew’s Jersey Theatre GM Bruce Wheeler tells Billboard. “The city was very interested in having the Loew’s Jersey Theatre be the anchor for them bringing the Journal Square area back to full force.”
The building was added to the New Jersey Register of Historic Places in 1985, so the restoration had to respect its design. That meant preserving the original character while upgrading the building to modern standards.
The Restoration Details
The restoration brought the electric and plumbing systems up to code, added new heating and air conditioning units and a sound system. The lighting system was modernized, though artists can still bring their own setup. The orchestra seating is fully mobile, allowing for standing-room-only shows.
The fully seated balcony seating was restored with new chairs and fabric, but contractors had to restore the aisle end caps. The original pipe organ was also restored and will continue to be serviced and tuned regularly.
Sean Saadeh, HBSE chief programming officer and head of entertainment, told Billboard that artists prefer venues with character. “Why tear down something so beautiful that was so thought out 100 years ago?” he asked.
The new LED marquee looks like the original but works as modern screens. Other key components and equipment from the theater will be placed throughout the venue to honor its history.
A Modern Venue With a Classic Shell
The theater now seats between approximately 2,600 and 4,000 guests in flexible configurations. It hosts concerts, live performances, sporting events and film presentations.
The original architects were careful about sightlines for both film and stage performances. When stars like Bing Crosby and Judy Garland performed after screenings, the layout mattered.
Saadeh noted that the single-tiered seating arrangement makes a difference for performers. “When you’re an artist looking out to the crowd, we all know how important that is for their experience,” he said. “What Loew’s brings to the table is a sea of people versus balcony.”
All upper seating — lodge, mezzanine and balcony — sits on a single outcropping. The result is a sea of people rather than tiered rows.
The Grand Reopening Weekend
The Nov. 13 opening night features the Trey Anastasio Band. The War on Drugs follows on Nov. 14. The weekend marks the start of a busy schedule.
| Date | Event |
|---|---|
| Nov. 13 | Trey Anastasio Band |
| Nov. 14 | The War on Drugs |
| Nov. 18 | Jodeci |
| Dec. 8 | Derek Hough’s Dance For The Holidays |
| Dec. 9 | Unwrapped: An Acoustic Holiday |
| Dec. 10 | Christmas with Chris Tomlin |
| Jan. 9 | Jeff Dunham |
| May 8 | World of Warcraft: 20 Years of Music |
The theater’s location makes it easy to reach by car, PATH train or New Jersey Transit. That accessibility was part of the appeal for HBSE.
Wheeler described the balance between preservation and modernization. “When people walk in, they’ll feel like they walked into the building back almost 100 years ago,” he said. “But as far as the experience of seeing a concert or an event there, it’s going to be as modern-day as it possibly can be.”
What We Make of It
The Loew’s Jersey Theatre is a rare win for preservation. The building was threatened with demolition, and the restoration preserved its character.
The $130 million investment supports the Journal Square revival. The theater’s location, accessible by train and transit, makes it a natural draw for regional audiences.
The reopening weekend pairs a rock band with a beloved indie act. The lineup through early next year runs from pop to holiday shows to the World of Warcraft: 20 Years of Music event.
This is a building that had a second chance. The restoration respected its past while giving it a future.
KEY FACTS BOX
– Venue: Loew’s Jersey Theatre, Jersey City, N.J.
– Reopening: This fall
– Opening weekend headliner: Trey Anastasio Band (Nov. 13); The War on Drugs (Nov. 14)
– Cost: $130 million
– Original capacity: 3,021 seats
– Seating now: ~2,600 to 4,000 guests, flexible configurations
– Added to New Jersey Register of Historic Places: 1985
– Partners: Jersey City Redevelopment Agency, State of New Jersey/Economic Development Authority, HBSE
The restoration shows what happens when preservationists, government agencies and a sports and entertainment company work together.
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