Warners-produced musical sets holiday run at Hirschfeld Theater

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Warner Bros. Theatrical Ventures has confirmed a Broadway return for the musical “Elf,” set for a yuletide run at the Hirschfeld Theater.

News of the nine-week run produced in association with Unique Features, had been expected. But a handful of logistical details and loose ends, which have now all been tied up, had kept producers from announcing the return of the production, which initially bowed at the Hirschfeld in 2010.

“Elf” proved a strong seller during the 2010 holiday frame, especially in the weeks between Thanksgiving and Christmas, when holiday tourism causes Rialto box office to spike. The show’s weekly B.O. topped the million-dollar mark for six of its nine weeks on the boards, breaking what had been the box office record at the Hirschfeld three times.

This season, however, the musical faces an unusual spate of competing holiday shows, with “A Christmas Story” lined up for a Broadway run at the Lunt-Fontanne, “Dr. Seuss’ How the Grinch Stole Christmas” set to play the Madison Square Garden theater space and the Rockettes’ “Radio City Christmas Spectacular” returning for another edition of its annual holiday offering.

The original creative team of “Elf,” led by helmer Casey Nicholaw (“The Book of Mormon”), returns for the show’s second Gotham stint. No casting has yet to be set.

Tuner, adapted from the 2003 New Line comedy that starred Will Ferrell, has a book by Thomas Meehan and Bob Martin, with songs by composer Matthew Sklar and lyricist Chad Beguelin.

“Elf” plays the Hirschfeld Nov. 9-Jan. 6. The new musical adaptation of “Kinky Boots” is generally expected to follow “Elf” into the venue for an opening in the spring.

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