Bill Graham opened the Fillmore East in March, 1968 in a former movie house at Second Avenue and Sixth Street in New York City, where it became the "... church of rock and roll." An ordinary, unprepossessing building in the East Village by day, it became a "... pulsating, breathing organism" at night with spectacular light shows, dancing and extraordinary performances that could last 'til dawn. With the Fillmore East and Fillmore West in operation at the same time, Graham frequently flew cross-country to catch, and manage, shows at both locations. Graham's marketing approach for the Fillmore East was tailored to reflect the prevailing methods in the City at the time, and he used fewer concert posters and more handbills, designed to look like a Broadway show playbill, to advertise his concerts. The success of Graham's productions contributed to the success, and demands, of the many musicians he featured and opened the door to a commercial atmosphere of bigger salaries, larger venues and slipping professional standards. Anticipating the industry changes, Graham closed the Fillmore East with a month-long concert celebration that featured the Allman Brothers, Albert King, Country Joe and the Beach Boys at the final show on June 27, 1971.