Bowing to public pressure over the use of the word "f#@king" in its title, the producer of the hit rock musical comedy F#@king Up Everything, which last week announced plans for its off-Broadway debut in March at the Elektra Theatre, announced today that the name of the show has been changed. It will now be known as F#%KING UP EVERYTHING.
Producer Jeremy Handelman said "We've agonized over this issue since the show first took the stage over three years ago to great acclaim at the NY Musical Theatre Festival. But I believe in change, and this opens up a whole new window of opportunity for the marketing of our show." Asked whether other titles were considered, Handelman replied, "Absolutely! For instance, we tried switching the order of the "#" and the "@" symbols in focus group testing but that just confused people. One title that did test well was MY FAIR LADY but our intern informed us that unfortunately that title had already been used."
Economics played a role in the game-changing name change. "Statistical research proves that shows with "%" in their title sell 47% more tickets than shows with "@" in their title," said Handelman. But it's not just a crass commercial decision. David Eric Davis, who wrote the music and lyrics added, "It brings an entirely new dimension to the world of our show that [co-book writer] Sam Forman and I are excited to develop further."
Director Jen Wineman admitted that the original title was one reason she was drawn to the show: "This completely changes my concept for the production. My agent is looking into whether it constitutes a breach of contract."
Asked for a reaction, Stephen Sondheim exclaimed, "Why didn't I think of that!" A different view came from rock legend Iggy Pop who said, "What's the big f#@king deal, or should I say big f#%king deal, it's still the same f#@king show." Handelman declined to comment in response to Mr. Pop's statement.
F#%KING UP EVERYTHING begins its off-Broadway debut at the Elektra Theatre (669 8th Ave; between 42nd & 43rd streets) on March 15 and will open on March 24, with tickets currently on sale through May 18, 2013. Tickets are $25-$79 (preview tickets are $25-$30) and can be purchased by calling 866-811-4111 or visiting www.fuckingupeverything.com. Music and lyrics by David Eric Davis, book by Sam Forman and David Eric Davis, directed and choreographed by Jen Wineman with orchestrations and music direction by Matt Hinkley.
Creative team includes: Deb O (Set Designer), Melissa Trn (Costume Designer), Joel E. Silver (Lighting Designer), Daryl Eisenberg, CSA (Casting Director), Jeremy Handelman (Producer), Joseph Lavezzo (Associate Producer), CAP21 (Associate Producer) Lisa Dozier King (General Manager).
Press Performances: Thu, Mar 21 at 8PM; Fri, Mar 22 at 8PM; Sat, Mar 23 at 5PM; Sun, Mar 24 at 6PM (opening night); Wed Mar 27 at 7PM; Thur, Mar 28 at 7PM.