1740 Broadway

1740 Broadway is a 26-story building in Midtown Manhattan in New York City which is owned by Equity Office Properties. Located on the east side of Broadway between 55th and 56th Streets, it shares a trapezoid-shaped city block with the Park Central Hotel.Signage on the facadeIts most famous attribute was once a sign at the top of its facade which advertised for Mutual of New York, the structure's original owner. The first version spelled out the entire name, with the first letter of each of the words in it (MONY) being red neon lighting which was twice the size of the rest. It was in this form that the sign served as both the inspiration for Tommy James and the Shondells' 1968 hit single "Mony Mony" and as a motif in Midnight Cowboy. The subsequent version was the corporate logo, which was the insurance company's acronym with a dollar sign inside the "O."