Theaters did not arrive in the area until the early 1900s. By the 1920s the Schubert Brothers operated a majority of theaters. The roaring 20s brought big Broadway musical reviews, and the introduction of films with synchronized sound, like the Jazz Singer. The Great Depression led to a decline in theater attendance in the 1930s forcing many businesses to close. From the 60s to the 80s the street was known as a haven for adult entertainment. The 90s brought revitalization when Walt Disney C0. opened a Disney store that attracted family-friendly businesses to the area, leading to a so-called 'Disneyfication' of 42nd Street.
