Beginning April 11, Live Nation CEO Bruce Eskowitz said, company-owned theaters in New York, Philadelphia and Detroit will be rebranded under the Fillmore franchise, joining the original one in San Francisco and another already open in Denver, Variety reported Friday. Plans call for more "Fillmores" in other markets but Eskowitz didn't identify which cities.
"The Fillmore is a historic, iconic name," he said. "It's where some of the great history of rock 'n' roll took place and we're trying to be a good keeper of the brand," he said.
Irving Plaza in New York, the Theater of the Living Arts in Philadelphia and State Theater in Detroit are being redecorated to resemble the Haight-Ashbury hippie influence that set the Fillmore apart during its heyday. Plans include having a complimentary supply of apples at the entrances, a la the original Fillmore.