Shubert Renaming Two Theaters (THE PLYMOUTH WILL BECOME THE GERALD SCHOENFELD THEATRE) and (THE ROYALE WILL BECOME THE BERNARD B. JACOBS THEATRE)

[RadioTV2]

Posted: 10/7/04 at 3:01pm

SHUBERT ORGANIZATION ANNOUNCES THE RENAMING OF TWO BROADWAY THEATRES


Posted by: Official_Press_Release 02:49 pm EDT 10/07/04

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THE BOARD OF THE SHUBERT ORGANIZATION ANNOUNCES THE RENAMING OF TWO BROADWAY THEATRES

THE PLYMOUTH WILL BECOME THE GERALD SCHOENFELD THEATRE

THE ROYALE WILL BECOME THE BERNARD B. JACOBS THEATRE

DEDICATION CEREMONY SCHEDULED FOR SPRING 2005

The Board of Directors of the Shubert Organization, Inc. announced today the renaming of two Broadway theatres. The Plymouth Theatre (236 West 45th Street) will become the Gerald Schoenfeld Theatre. The Royale Theatre (242 West 45th Street) will become the Bernard B. Jacobs Theatre. The Board took this action at a September 30 meeting to recognize the outstanding contributions to the company, the theatre community and the City of New York made by Mr. Schoenfeld and Mr. Jacobs.

Gerald Schoenfeld has been the Chairman of the Shubert Organization since 1972. Bernard B. Jacobs was President of the Shubert Organization from 1972 until his death in 1996. Current Shubert President Philip J. Smith will lead a dedication ceremony at an event in Shubert Alley in Spring 2005.

Board member John Kluge stated: “Jerry and Bernie came at a crucial moment in the history of the Shubert Organization. Not only did they reinvent the organization from a business standpoint, they also set a standard of excellence for the industry. They played leading roles in the renaissance of Times Square. Most significantly, they have used the resources of the company to nurture the artistic community of the theatre, contributing greatly to the vitality of Broadway.”

Board member Michael I. Sovern added: “Throughout their years of inspired leadership -- of both the Shubert Organization and the Shubert Foundation -- these two gentlemen shaped and strengthened theatre in America. Their vision has enabled ‘the fabulous invalid’ and theatre companies all across our country to continue to offer live performances to millions of people. They deserve to have their names in lights.”

Mr. Schoenfeld and Mr. Jacobs committed themselves and the organization to a vigorous participation in community and civic affairs in a continuing effort to renew the theatre district and the surrounding area of Times Square. They have been organizers and catalysts in the effort to effect the changes required to reverse the trend of deterioration of the midtown area. For more than 25 years, Mr. Schoenfeld has served as Chairman of the Mayor’s Midtown Citizens Committee.

The Shubert Organization has been at the forefront of the American Theatre since the start of the 20th century. The company owns and/or operates theatres in New York, Boston, Philadelphia and Washington, D.C. The firm’s notable productions and co-productions include “Cats,” “Sunday in the Park With George,” “Dreamgirls,” “The Grapes of Wrath,” “The Heidi Chronicles,” “Jerome Robbins’ Broadway,” “The Life and Adventures of Nicholas Nickleby,” “Song and Dance,” “Lettice and Lovage,” “Dancin’,” “Amadeus,” “The Gin Game,” “An Inspector Calls,” “Passion,” “Indiscretions,” “Closer,” “Amy’s View,” “The Blue Room,” “The Ride Down Mt. Morgan,” “Dirty Blonde,” “Dance of Death,” and “Amour.”

The Shubert Organization pioneered the use of credit cards and automated ticketing services. It was instrumental in the creation of the TKTS ticket booth in Duffy Square. Recently the Shubert Organization built and opened its first Off-Broadway theatre, the Little Shubert on West 42nd Street.

The Plymouth Theatre, to be renamed the Gerald Schoenfeld Theatre, was built in 1917. Its history includes such plays as “What Price Glory?” “Pride and Prejudice,” “Abe Lincoln in Illinois,” “The Caine Mutiny,” “The Odd Couple,” “The Life and Adventures of Nicholas Nickleby,” and “Equus,” featuring such players as John Barrymore, Laurette Taylor, Tallulah Bankhead, Mary Martin, Yul Brynner, Richard Burton, Henry Fonda and Claudette Colbert.

The Royale Theatre, to be renamed the Bernard B. Jacobs Theatre, was built in 1927. It’s history includes such plays as “Diamond Lil,” “The Magnificent Yankee,” “The Corn is Green,” “The Glass Menagerie,” “The Front Page,” “DuBarry Was a Lady” and “The Entertainer” featuring such players as Mae West, Bert Lahr, Bette Davis, Ethel Merman, James Dean, Julie Andrews, John Gielgud and Laurence Olivier.

The Board members of the Shubert Organization are John Kluge, Gerald Schoenfeld, Lee J. Seidler, Philip J. Smith, Michael I. Sovern, Stuart Subotnick and Irving M. Wall.

[ShbrtAlley44]

Posted: 10/7/04 at 3:03pm

Nooooo....leave the Royale alone...

[DAME]

Posted: 10/7/04 at 3:08pm

I think it is insane that they are re-naming the Royale. Insane.

[umgeoboy]

Posted: 10/7/04 at 3:15pm

maybe this will help break the Plymouth's recent curse...

[MargoChanning]

Posted: 10/7/04 at 3:19pm

Horrible. Renaming two legendary landmark theatres after a couple of landlords/businessmen who's sole contribution to Broadway was writing out checks (as well as receiving some pretty big checks themselves). These were not artistic producers who developed and nurtured talent, these were moneymen, and while, yes, the theatre needs investors, their contribution does not merit being immortalized on a marquee. David Merrick? Yes Alexander Cohen? Sure. George M. Cohan? Certainly. But these two aren't in that class.

There's also a few dozen playwrights, performers, directors and composers who's names I'd like to see in lights before the names of Schoenfeld and Bernie Jacobs. This is appalling.

Updated On: 10/7/04 at 03:19 PM

[Rathnait62]

Posted: 10/7/04 at 3:21pm

It's better than the American Airlines Theater.

[magruder]

Posted: 10/7/04 at 3:26pm

I generally hate the renaming of theatres. Those theatres have identities and a history with their original names. But on the bright side, at least like with the Martin Beck, they are not changing the name of a theatre already named for a person. But it depresses me that while we wait for a theatre to be named for Arthur Miller, Tennessee Williams, Stephen Sondheim, Cole Porter, Irving Berlin, etc., that the Shubert Organization felt like Jacobs and Schoenfeld deserved the honor more. One needs producers, of course, but how about honoring more of the great writers and stars who have graced those stages over the years?

[CJR]

Posted: 10/7/04 at 3:31pm

That's..... stupid.

Meh. This annoyed me.

[dry2olives]

Posted: 10/7/04 at 3:32pm

FYI: There was an attempt to rename The Music Box Theatre in honor of Irving Berlin, but he always said he didn't want that done.

[magruder]

Posted: 10/7/04 at 3:45pm

Well, four Berlin shows played the Imperial, so I wouldn't have objections if they named the Imperial after him, would anybody else?

[dry2olives]

Posted: 10/7/04 at 3:53pm

Perhaps, but since he was the owner of The Music Box and he wrote The Music Box revues specifically for that theatre, I think keeping the name The Music Box satisfies an Irving Berlin honor.

[BroadwayDiva]

Posted: 10/7/04 at 4:24pm

I hate it when the rename theatres, especially the Plymouth and Royale! They're both great theatres with great names that should be LEFT ALONE!

And to think they are going to be re-named after men that most people haven't heard of!!

[CJR]

Posted: 10/7/04 at 4:37pm

I still think it's stupid, but as long as they don't rename The Shubert, I dont really care one way or another. I'll still be calling them by their original names anyway...

It's a b!tch at work cause I still call the Hirschfeld the Martin Beck.

[MasterLcZ]

Posted: 10/7/04 at 4:42pm

There aren't too many things that can be described as pretentious, arrogant AND cheesy, but they sho' nuff done it!

Updated On: 10/7/04 at 04:42 PM

[SammyGal]

Posted: 10/7/04 at 4:49pm

The Plymouth holds such memories...
they can name it after BigBusinessWhoever...

it will ALWAYS be the Plymouth in my heart. (and when I tell people)

[Tiny-Toon]

Posted: 10/7/04 at 4:58pm

Brooklyn The Musical, Now playing at the GERALD SCHOENFELD THEATRE

[andyf]

Posted: 10/7/04 at 5:10pm

So Mark Schoenfeld is going to have his show playing AT the Schoenfeld?

[mominator]

Posted: 10/7/04 at 5:36pm

What else can be added? Sad so sad.

[chinkie azn jai]

Posted: 10/7/04 at 6:09pm

I really don't care for the names. They don't flow like saying "yeah im going to the Royale theatre and the plymouth theatre." Bleh! At least the names are better than putting a corporate sponser on it.

[sweetiedarlinmia]

Posted: 10/7/04 at 6:33pm

They need to leave the names of historic theatres alone. It's like corporations patting themselves on the back. When the names are changed, a little bit of the prestige is gone. If they have to rename them, then it would be a heck of a lot better if they named them after the ones who make good theatre possible: the Directors, Playwrights, and Actors.

[Rathnait62]

Posted: 10/7/04 at 6:47pm

Mia, these men have made plenty of good theater possible. They did a helluva lot more than Abe Hirschfeld and I didn't see any uproar about him getting a theater named for him.

[magruder]

Posted: 10/7/04 at 7:08pm

You mean Al Hirschfeld, the NY Times illustrator, not Abe Hirschfeld, the parking lot magnate (though Abe Hirschfeld does have a theatre named for himself in Florida).

[Rathnait62]

Posted: 10/7/04 at 7:27pm

Thank you, magruder. Abe Hirschfeld has done even LESS than Al Hirschfeld.

[bronxboundexpress]

Posted: 10/7/04 at 7:37pm

Why aren't they renaming them after me? jk Well, what about the Cadillac Theatre? Or the Amtrak Theatre?

Posted: 10/7/04 at 7:53pm

Obscene! No one will be able to remember the names. The Shubert Organization should name an award, archives or a bathroom after those two!