Broadway Theaters To Be Renamed For Bean-Counters

The Shubert Organization has announced that it will be renaming two of its Broadway theaters after the company’s own executives. “The Royale will become the Bernard B. Jacobs Theater, and the Plymouth will be renamed the Gerald Schoenfeld Theater.” Theaters have traditionally been named after those who impact theater on the artistic side of things, and the reaction to the announcement has been mainly in the realm of disbelief. “Several prominent producers and publicity agents, all of whom refused to be identified for fear of angering the powerful Shubert Organization, responded with disbelief, laughter or both.”