The Loew’s Theatre ghost sign is located at 158 Victoria St (just north of Queen St E) in the Downtown Yonge area of Toronto.
On the south side of the building, there is a ghost sign that reads, “Loew’s Leads in Toronto – Show Starts Daily at 9:30 AM.” This historic theatre opened in 1913/14 and was originally named Loew’s Yonge Street and Winter Garden Theatre. The ghost sign may date back to around 1935 when the tagline “Loew’s Leads in Toronto” first began appearing in newspaper advertisements.
The venue is now known as the Elgin and Winter Garden Theatre Centre, owned and operated by the Ontario Heritage Trust. By 2020, the weathered and partially painted-over Loew’s ghost sign was barely visible. To revitalize this historic sign, the Ontario Heritage Trust commissioned master artisans from Lori Le Mare Studio, who specialize in historical restoration.
The restoration process began with hand-cleaning the wall. Following this, the original lettering of the ghost sign was preserved using a clear, breathable masonry coating of mineral paint. Coloured paint was then applied to restore the sign’s negative space, enhancing its visibility and making it legible once again. This project took place from 2021 to 2022.
Loew’s Theatre Ghost Sign Photos
Circa 1940 – Looking northwest along Victoria St, from just north of Queen St E in the Downtown Yonge area. The sign which reads: “Loew’s Leads in Toronto – Show Starts Daily 9:30 AM” may date back to 1935, which was the time the theatre began using the tagline “Loew’s Leads in Toronto” in newspaper advertisements (City of Toronto Archives, Ken Webster Fonds, Fonds 251, Series 1278, File 100)Between 1980 and 1991 – Looking northwest along Victoria St from Queen St E in Toronto. Notice the painted-over ghost sign on the upper south-facing wall of what we know today as the Elgin and Winter Garden Theatre Centre. The venue was called the Yonge Street Theatre when this photo was taken (City of Toronto Archives, Series 1465, File 428, Item 9, Urban Design photographs)June 27, 2020 – The back of the Elgin and Winter Garden Theatre Centre at 158 Victoria St, just north of Queen St E in Toronto. The Loew’s ghost sign was showing significant signs of wear before to its restoration in 2021/22. The faded lettering once read “Loew’s Leads in Toronto – Show Starts Daily 9:30 AM”January 1, 2024 – Looking northwest along Victoria St from Queen St E towards the back of the Elgin and Winter Garden Theatre Centre. When the historic venue opened in 1913/14, it was called Loew’s Yonge Street and Winter Garden TheatreJune 27, 2020 – The “Loew’s Leads in Toronto – Show Starts Daily 9:30 AM” ghost sign on the south-facing rear exterior wall of what we know today as the Elgin and Winter Garden Theatre Centre was showing significant signs of wear before its restoration in 2021/22January 1, 2024 – A closeup view of the restored ”Loew’s Leads in Toronto – Show Starts Daily 9:30 AM” ghost sign located on the upper south side wall of the Elgin and Winter Garden Theatre Centre at 158 Victoria St. The restoration took place between 2021 and 2022. It started with hand-cleaning the wall and applying a clear, breathable masonry coating made of mineral paint. Following that, coloured paint was applied to restore the sign’s negative space, which enhanced its visibility and made it legible once again
