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Goldenberg's Peanut Chews Takes a ‘Rocky’ Road to Broadway

February 28, 2014 By:
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Goldenberg's Peanut Chews has agreed to partner a Broadway musical adaption of 'Rocky.' Photo from Wikimedia.

An upcoming Broadway production has paired up two Philadelphia icons.

Goldenberg’s Peanut Chews, the local candy manufacturer, will be one of the sponsors of the new musical, Rocky, based on the Oscar-winning film of the same name, it was announced in a press release on Feb. 28.

The musical, which will be directed by two-time Tony Award-nominee Alex Timbers (Peter and the Starcatcher, Bloody Bloody Andrew Jackson), will begin its run at the Winter Garden Theatre on March 13.

It tells the story of a small-time Philly boxer, Rocky Balboa — famously played by Sylvester Stallone — who makes the most of an once-in-a-lifetime opportunity to fight in a heavyweight championship boxing match.

The original movie, which won Academy Awards in 1976 for Best Picture, Best Director — John Avildsen, and Best Film Editing — Richard Halsey and Scott Conrad, painted one of the most indelible portraits of 20th-century Philadelphia and transformed the Philadelphia Museum of Art's front steps into one of the city's most enduringly popular attractions for visitors from around the world. The movie also spawned five sequels that achieved varying degrees of commercial and critical success.

Goldenberg’s, which has become known for its chocolate-peanuts-caramel confection, also shares strong ties to the Philadelphia area.

The company has been manufacturing its candy bar out of a factory in Northeast Philadelphia since 1917. The founder of the company, David Goldenberg, was a Romanian Jew who immigrated to the United States toward the end of the 19th century.

The partnership between the two will include sampling, digital, social media tie-ins and tickets for giveaways.

“Yes, Rocky is a great Philadelphia icon, but more importantly, he is an American icon,” said Bob Zender, marketing manager for Goldenberg’s Peanut Chews. “It inspires us, and we couldn’t be more thrilled to support the show.”

To watch Rocky Balboa's inspirational training montage, click on the video icon at the top right of the screen.

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