Theaters spotlight district with flashy new marquees

Christmas seemed to come early to the Wang and Shubert theaters last night, as about 75 people gathered to watch the lighting of flashy new marquees, part of a project to spruce up the Theater District.

Videos of red, green, and white fireworks exploded across the signs, the first LED (light-emitting-diode) marquees of their kind in the district, after more than 30 years of a ban of such bright displays.

Several cars stopped to watch the newly lit boards at about 5:30, and the crowd of officials erupted into applause.

In the effort to revamp the district and shine a little light on the businesses, the two theaters have traded in their black-and-white-lettered marquees for more colorful, electronic versions.

The more than $500,000 investment allows the Citi Performing Arts Center, which controls both the Wang and the Shubert, to advertise many shows in advance, instead of the single-show marquees.

But the installation of the new LED signs marks the end of an era.

"The times are changing," said Anne Taylor, executive assistant at the Citi Performing Arts Center. "It's a little sad, in a way. The guys coming out of the window to change the sign - I'm not going to see them anymore."

"They don't have to stand up there on a 25-foot ladder in the 26-below [zero] weather with it snowing . . . to change the letters on the marquee," said Josiah A. Spaulding Jr., chief executive officer of the center.

Center officials said they hope their signs will spark more bright development in the area.

Rich Doucette, chairman of the center's board of overseers, said it is only a matter of time before other theaters follow suit.

"It's an exciting night," Doucette said. "I think this is the beginning of a lot more light in the Theatre District."

Several members of the crowd voiced excitement about the changing face of the district.

"It looks more like New York," said Jeanine Hall, a 32-year-old Citi Bank employee from South Boston. "It's good for the area that they're cleaning it up."

The signs may even generate more business in the midst of the economic crisis.

"It can't hurt," said Brad Mattox, 31, of Beacon Hill. "When the economy turns around, people will start going more."