During the First World War, the area became the premiere theatre district in the United States. Films were becoming a big part of culture and with them came a lot of openings of new film theatres in the square and around the city. When the Great Depression hit, the theatres and restaurants in Times Square initially seemed immune from the economic collapse. But as time went on, many theatre owners were forced to sell or close. The New York Times held a New Year's Eve event to celebrate their successful effort to rename Long acre Square. Their building was the 2nd tallest in Manhattan and became the vision for a new, exciting era. Ever since, tens of thousands of folk have gathered to join in the celebrations, just like Trafalgar Square on New Years Eve. Times Square in the early 1990s became a new symbol for the vibrancy of Manhattan. It is the only place in New York City where tenants are required to display big neon signs. Boasting an estimated twenty five million visitors each year, Times Square has changed in a lot of ways since it was founded over one hundred years ago. On Broadway you can stop to shop in a toy shop while on your way to fancy sit down meal in one of the best eating houses in the world, a big change from the area's dark days.