On April 26th, the TLA become Fillmore Philadelphia

Clear Channel, that vast blight on the music industry, has decided to change the name of long-time Philly institution, The Theater of the Living Arts. They are going to call it Fillmore Philadelphia. A name that is bland, blah and says so little about our city that they have to name us in the title.

I find this so infuriating. The TLA is a landmark. My mom used to go to shows there in the 1960’s. How can you change the name of a institution? They are stripping this venue of it’s uniqueness, giving it the same name that theaters in San Francisco, New York and Denver have. Why is it important to them have venues with similar names? It’s not going to change what shows come or how people view the space.

I’ve never been a big fan of renaming, although I’ve come to accept that it happens more frequently than I’d like (West River Drive to Martin Luther King, Jr. Drive for instance). But this seems to me to be totally unnecessary.

The Theater of the Living Arts Rebranded [Inquirer]

3 Comments so far

  1. jen (unregistered) on March 30th, 2007 @ 10:36 am

    Fillmore? Why not name it McVenue or Wal-Concert? It’s the TLA! Or as I call it, the Tuh-Lah! This is very upsetting indeed. Oh, and I still call it West River Drive or “the Drive.”


  2. Paul (unregistered) on March 30th, 2007 @ 11:50 am

    “Branding” run amok!

    Saw my favorite concert ever at TLA- Lancaster’s The Innocence Mission, hours after I had bought “Glow” down the street at the now defunct Tower Records. In addition to the music, I remember the wonderful feeling of walking out afterwards into the tree-lined beauty and bustle of late evening South Street- unbeatable!


  3. Ivan (unregistered) on March 30th, 2007 @ 1:34 pm

    Live Nation (formerly part of ClearChannel?) is selling off its theatrical venues like Merriam Theater. The name change is to position the Fillmore as recently acquired HoB’s little bro and to ensure the perception of the venue is not associated with actual theatre. It could be worse, they could always close it. Doesn’t LN own Electric Factory; is there a need for another venue? Dunno, but the name change spells security for those who love the place.



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