On September 4th, the lights of Broadway were changed forever. Manhattan Theatre Club’s Biltmore Theatre, which opened in 2003 after an extensive renovation, officially became the Samuel J. Friedman Theatre.

A pioneering Broadway publicist, Samuel J. Friedman was known for his personality and character. He promoted such notable works as Finian’s Rainbow, Waiting for Godot, A Moon for the Misbegotten, Golden Boy, The Rothschild’s, The Me Nobody Knows and Oh! Calcutta! and worked with such legendary stars as Claire Bloom, Shirley Booth, Montgomery Cliff, Jackie Gleason, Gypsy Rose Lee, Lotte Lenya, Jerry Orbach, Jon Voight, and Mae West. Friedman was a lifetime member of the Association of Theatrical Press Agents and Managers.

The renaming was made possible through a generous gift from the Dr. Gerald J. and Dorothy R. Friedman Foundation. “I am thrilled that MTC is the recipient of a gift from the Dr. Gerald J. and Dorothy R. Friedman Foundation in memory of my father,” says Samuel J. Friedman’s daughter, Jane Friedman. “MTC is an organization that for almost 40 years has been presenting some of the most compelling and innovative theatre. I can’t think of a better way to honor my father.”

Hundreds gathered at the theatre to celebrate Samuel J. Friedman’s life and accomplishments. The evening began with a champagne reception in the theatre’s lounges. Guests then gathered in the auditorium to pay tribute to Mr. Friedman. Among the evening’s speakers were MTC Board Chairman Peter J. Solomon, Artistic Director Lynne Meadow, Executive Producer Barry Grove New York City Commissioner of Cultural Affairs Kate Levin, The Subject Was Roses playwright Frank Gilroy, famed publicist Harvey Sabinson, Friedman’s daughter Jane, and longtime press agents and Samuel J. Friedman’s associates, Shirley Herz and Bob Ullman, for whom the theatre’s inner lobby was named. The case of Nick Whitby’s To Be or Not To Be was also on hand. To Be or Not To Be will be the first show in the newly named theatre. Following the remarks, guests were ushered outside to witness the lighting of the new Friedman marquis.

“We are honored to have our Broadway theatre named after Samuel J. Friedman who had such an immense dedication to the theatre,” said MTC Artistic Director Lynne Meadow and Executive Producer Barry Grove in a joint statement. “Producing great theatre is a highly collaborative art form, and it is meaningful for us to celebrate the contributions of a pioneering man who helped communicate the importance of Broadway as a valued American institution.”

The evening was a wonderful start to MTC’s 2008-2009 Season!