The building which later became the Apollo Theater was built in 1913–14 and was designed by architect George Keister, who also designed the First Baptist Church in the City of New York. It was originally Hurtig and Seamon's New (Burlesque) Theater, which enforced a strict "Whites Only" policy. The theatre was operated by noted burlesque producers Jules Hurtig and Harry Seamon, who obtained a 30-year lease. It remained in operation until 1928, when Billy Minsky took over.  The song "I May Be Wrong (But I Think You're Wonderful)" by Harry Sullivan and Harry Ruskin, written in 1929, became the theme song of the theater. .