In 1986, Macy's declared that its parade was "the longest running show on Broadway." It's also sometimes called "the longest running show down Broadway."
It's a fine show and deserves to run forever.
In 1924, Macy's employees came together in the spirit of the times and treated the bustling Isle of Manhattan to the city's first Macy's Thanksgiving Day Parade. It was such a rousing success that Macy's declared it would become an annual event.
The only interruption in the Parade's history was a three-year suspension during World War II, from 1942-1944, when Macy's donated the balloons to the war effort, their rubber being a rare and much-needed resource.
21 November 1986, New York Times, pg. C36:
Watch as the longest running show on Broadway makes its 60th annual performance!
Word Mark THE LONGEST RUNNING SHOW DOWN BROADWAY
Goods and Services (ABANDONED) IC 041. US 100 101 107. G & S: ENTERTAINMENT SERVICES, namely, ORGANIZING and CONDUCTING A PARADE
Mark Drawing Code (1) TYPED DRAWING
Serial Number 76100206
Filing Date July 31, 2000
Current Filing Basis 1B
Original Filing Basis 1B
Owner (APPLICANT) Federated Department Stores, Inc. CORPORATION DELAWARE 7 West Seventh Street Cincinnati OHIO 45202
Attorney of Record Daniel Ebenstein
Type of Mark SERVICE MARK
Live/Dead Indicator DEAD
Abandonment Date August 17, 2001