Has the commercialization of Toronto landmarks slipped so far down the food chain that I must now bemoan the fact that the Paramount (which I already hated) has inexplicably become the Scotiabank Theatre (which I hate even more)? I remember a time when seeing a public edifice branded by the corporate gods could at least be decried on charges of tradition. This feels more like giving up McDonalds for Burger King.

At some point, Scotiabank apparently bought the former Paramount, although I didn't discover this until a few days ago when I was a remark away from screaming into my cell at the MoviePhone guy, for his refusal to acknowledge the existence of the P-diddy.

Lo, for the halcyon days of trying to keep "O'Keefe" alive in the public consciousness, or refusing to tell an out-of-towner where the "Visa Screening Room" is (just say you've never heard of it), or joking about putting an apostrophe between the R and the S on the sign atop Rogers Centre. Renaming the Paramount isn't upsetting so much as just irritating.