“Mamma Mia!” began its Broadway run last fall at the venerable Winter Garden Theater. But hereafter, it’s playing at the Cadillac Winter Garden Theater.
The Shubert Organization, which owns the 91-year-old venue, announced the name change. Corporate titles now grace two other Broadway theaters, the American Airlines Theater and the Ford Center, both on West 42nd Street.
The Winter Garden is not the car company’s first venture into legit. Its name currently resides on the marquee of the Cadillac Palace in Chicago.
The Roundabout, which operates the American Airlines Theater, is receiving $850,000 per year for 10 years from the airline to keep its name on that newly renovated not-for-profit venue. Shubert Org prexy Phil Smith would not discuss specific figures except to call the agreement with Cadillac a “multimillion-dollar arrangement.”
Cadillac is now the official car of the Shubert Org. Smith said the organization, which owns 16 Broadway theaters, had been using Cadillacs for years. “We’re an enlightened company,” he added.
As for other Shubert houses going the corporate-name route, Smith said, “At the moment, we’re not in discussions with anybody. But we’re open.”
The Shuberts’ new 499-seater on West 42nd Street is likely to carry a corporate name. The Off-Broadway venue opens this fall.
At present, the Manhattan Theater Club is renovating the Biltmore Theater on West 47 Street. It, too, will likely carry a corporate name when it opens next year.