The Matchcover Storyteller

Schmaltz” —  that’s the word the New York times used in 1964, and it seems the one everyone else was happy to embrace as a result.    The story is New York  — the matchcover happens to be Miami Beach!

 Max Loew’s Viennese Lantern opened on Manhattan’s E. 79^th Street in 1947. Max was self-described as “an actor chased out of old Vienna by Hitler”.  He and a partner (who never did pay his share) took over a two-store front place called Hungarian Rhapsody and he hung out a lantern that reminded him of Vienna, changing the name and menu  —  Russian, German and American food items.   There was also a “Midnight Snack” section (think Frankfurters with Goulash Sauce, Herring Salad, Escargots, Steak Tartar, or Anchovies on Toast).

There were wandering violinists, sopranos wailing; lots of old world, pre-war charm, and patrons were charged a federally-legal 30% cabaret tax the moment entertainment began.

Max closed the location in 1965 and moved it to Central Park South, just behind the famed Plaza Hotel.  What happened after that is not easily found; there’s no online history of the Florida location..

 The Florida matchcover is a Universal Foilite (Jewel). There’s a Lion Feature and a large (not a Lion Feature) green front-striker for the New York location;  I believe there are others, along with postcards, menus and more if combos are your thing.