A Traveling Jewish Theatre always had a problem: Troupe members would introduce themselves as “A Traveling Jewish Theatre,” and people would say, “Great, what’s your company’s name?”
So San Francisco-based ATJT — which is celebrating its 25th anniversary this year — has dropped the “A” and is now Traveling Jewish Theatre, or TJT.
“It’s sort of like the Land Rover ad campaign: Not ‘a’ but ‘the,’ ” explained Devra Aaron, the troupe’s marketing and audience development director.
Since The Traveling Jewish Theatre and the resulting acronym TTJT were too unwieldy, the theater company settled on TJT, “which flows right off the tongue,” Aaron said, and “saves time.” That’s been the official title since the summer.
The change has resulted in a rather costly scourging of the “A” from press releases, playbills and letterheads, but, noted Aaron, since the company recently moved from Union Square to 20th and Alabama streets, the troupe would have had to change its letterhead anyway.
Incidentally, the group can still be found online at www.atjt.com
Punching in www.tjt.com takes one to a commercial Web search engine that, curiously, came up with no results for such commonplace entries as “baseball,” “Franklin Delano Roosevelt” or even “Traveling Jewish Theatre.”
Apart from the departed “A,” theatergoers won’t be missing anything else when TJT begins its new season Oct. 9 with a collaboration with the Bay Area’s Word for Word company.
“We’re still touring; we still have our whole season,” Aaron said. “We’re letting people know we’re still around after 25 years.”