ABSTRACT
What happens after the branding of an urban district is initiated? In the case of the
Quartier des Spectacles (Theatre District) in Montréal, the results have been murky,
even contradicting the essential urban strategic aims. While the distinctive quality of
the shabby entertainment district lies in its concentration of venues for live music and
evening diversion, since branding, two pivotal venues have shut down: the Cinéma
Parisien and Le Spectrum.
