Elpine Drinks

Aaron Signs, blogger possessed of great old pictures of mid-20th-century New York, has posted two photos of Elpine Drinks stores, one at 46th and Seventh (I think), above, and one on W. 50th Street, below.

Which is enough motivation for one to ask: What's Elpine Drinks?

According to a New York magazine article in June 1969, the stand at 46th served, "orange juice squeezed to order 24 hours a day every day of the year, 7 ounces for 35 cents, 10 ounces for 50 cents. You can sit down on a stool in the rear, but most patrons drink alfresco, standing on the sidewalk of Times Square."

According to the signs, the joints also served pure-beef hamburgers and grilled frankfurters. But "Elpine Fruit Drinks" seems to have been their calling card. Pineapple, papaya, coconut, etc. The inside signage reminds me very much of Gray's Papaya.

A reader who remembers the place on 46th writes "I can still see the plastic cone cup holders that held the wax paper cups filled with pulpy juice."

I can not be sure, but, judging by the picture, and my memories of the movie, I think the 46th Street stand was used in the opening scene of "The Sweet Smell of Success," where Tony Curtis as press agent Sidney Falco scans J.J. Hunsecker's column at the counter before throwing it in the garbage in disgust. A 1956 New York Times item mentions the store was used in a shot for the film. I just looked at the film. A lot about the site matches the scene (the wall of glass doors, the location, the big "Frankfurter" signs on both sides), but some parts look different. It could be a matter of a revamp between when the film was shot and when this picture was taken.

There was an Elpine down on Nassau Street, too, opening up in the early '30s. The Broadway store was around at least until 1973, when it received a health code violation.