The first official British news cinema that only showed newsreels was the "Daily Bioscope" that opened in London on May 23, 1909. In 1929, William Fox purchased a former Broadway theater called the Embassy (now a visitor center operated by the Times Square Alliance). He changed the format from a $2 show twice a day to a continuous 25-cent programme, establishing the first newsreel theater in the United States; the idea was such a success that Fox and his backers announced they would start a chain of newsreel theaters across the country. The newsreels were often accompanied by cartoons or short subjects.