The Loews theatre chain opened their Toronto location in 1913, showing vaudeville acts and silent movies. In 1935 the theatre started using the tagline "Loews Leads in Toronto", and painted that slogan in a sign on the side of the building, also noting that shows started daily at 9:30 AM. Loews sold the theatre in the 1960s, and it still operates today as the Elgin and Winter Garden Theatres, the last surviving Edwardian stacked theatre. Like some other prominent ghost signs in Toronto, this one was carefully restored in the early 2020s.
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