Held annually in Shubert Alley—a narrow pedestrian passage tucked between 44th and 45th Streets in the heart of New York’s Theater District—the Broadway Flea Market & Grand Auction began in 1987 as a grassroots fundraiser for Broadway Cares/Equity Fights AIDS (BC/EFA). Cast and crew members of Broadway shows donated costumes, props, posters, and personal memorabilia, while fans browsed, bid, and mingled—all in support of people living with HIV/AIDS. Over the years, it grew into one of Broadway’s most beloved and enduring charitable traditions. By 1997, the Flea Market had expanded dramatically, attracting thousands of attendees and major corporate sponsors, including Continental Airlines, the New York Times, and the Times Square Business Improvement District. These partnerships helped extend the event’s reach while preserving its grassroots spirit of generosity and community. This poster for the 11th installment of the event was designed by Serino Coyne, one of Broadway’s foremost theatrical advertising firms. Its involvement reflects the degree to which the Broadway industry—at every level—mobilized to support the AIDS response.