In 2019, the Grand Splendid in its new form was named the "world's most beautiful bookstore" by the National Geographic. According to Buenos Aires Tourism the Grand Splendid "became a beacon of porteño culture, hosting ballet, opera, and the first "talkies" shown in Buenos Aires. The national Odeon record label - now owned by EMI - was based here, and singers such as Carlos Gardel recorded on the premises. It even gave birth to its own radio station, LR4 Radio Splendid, which began transmitting from the building in 1923." In the late twenties the theatre was converted into a cinema, and in 1929 showed the first sound films presented in Argentina.