Tuner skedded to run Oct. 11-Nov. 6

Musical revue “Oh Coward!” replaces “Mornings at Seven” as the first production of the 2005-06 Mainstage season at Geva Theater Center of Rochester, N.Y.

Celebrating the life and work of Noel Coward, tuner kicks off the Geva’s 33rd season with a Oct. 11-Nov. 6 run.

Tuner replaces previously announced “Mornings at Seven,” which was to have starred Charles Durning. However, Durning will be on Broadway this fall in Wendy Wasserstein’s new play, which made it necessary to cancel the revival.

Geva also will reduce the number of subscription weeks per show, from five to four. Since the 2001 terrorist attacks, the nationwide trend has been away from subscription ticket-buying and toward last-minute purchases. Attendance at Geva has been inconsistent in recent years.

Artistic director Mark Cuddy believes the new sked will enhance the audience experience at Geva. “Everyone can feel the excitement and momentum of a crowded theater,” he says. “When that energy isn’t there, it is harder for an audience member to get swept up in the play, especially if it is unfamiliar.

“This reduction in number of subscriber weeks will raise attendance levels at all performances to achieve this critical mass.”

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