The what at where?
This morning University of Rochester President Joel Seligman announced that Eastman Theatre will be officially renamed “Kodak Hall at Eastman Theatre.”
It’s all about money. The Eastman Kodak Company is committing $10 Million to an on-going renovation project that includes the construction of box seats and a larger lobby. When renovations are complete, “Kodak Hall at Eastman Theatre” will seat 2,250 and be less of a cave.
The question is, will the new name stick?
Usually such monikers fail in real life. A few years back, officials renamed a local mall (the Greece Mall) “The Mall at Greece Ridge Center.” Too many words. I have yet to hear someone actually call it that. On the other hand, the old War Memorial in Rochester has been successfully converted into Blue Cross Arena in the public’s consciousness, over the objections of veteran’s groups.
But I don’t think “Kodak Hall at Eastman Theatre” will stick.