New musical 'Elf' opened on Sunday

Warner Bros. Theater Ventures on Broadway hasn’t been on the Rialto since the short-lived Elton John tuner “Lestat” in 2006. But the studio’s legit arm is back on the Main Stem with “Elf,” which opened Sunday (and is produced in association with Unique Features). The new musical is far from the only stage project Warners is working on: For starters, there’s “Baby, It’s You,” “Charlie and the Chocolate Factory” and “A Star Is Born.”

To keep the ball rolling the theater output has got to impress the studio bigwigs, and on that count, “Elf” seems to have scored.

“My bosses liked it,” said WB Theater Ventures exec veep Gregg Maday. “That’s always good.”

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