New York City - American theatergoers experienced for the first time the comfort of the revolutionary ProBax seating technology, when Jujamcyn Theaters unveiled the August Wilson Theatre's brand new seats.

Setting a new standard in comfort, the Broadway house - currently home to the smash hit "Jersey Boys" - is the first American theater to utilize this ergonomic seating.

Using dual density foams to encourage an anatomically correct posture, the patented ProBax cushions reduce back ache and muscle fatigue from sitting. In a theatrical setting, they allow the audience to focus more freely on the show, while reducing the need to shift and fidget. Also, by encouraging a more upright posture, they allow for more comfortable leg space.

Widely used in the automotive industry, and in select theaters abroad, this cutting-edge technology had never been used in a North American entertainment venue until now.

"We are constantly striving to create truly remarkable experiences for our audiences," said Jujamcyn Theaters' president Jordan Roth, "and what better way to enhance their enjoyment of the show than by helping them feel super-comfortable while they watch it. Now our only concern is if our guests are so comfortable they don't want to get out of these delicious seats for the nightly standing ovation!"

"We are delighted to break into the North American entertainment business at this leading Broadway theatre," commented Ian Moore, NuBax CEO, owners of the ProBax technology. "As we've proven in the UK, theaters are an ideal application for this technology because many of the benefits that ProBax cushions offer address common complaints specific to auditorium seating."

About Jujamcyn Theaters
Jujamcyn Theaters, founded in 1956, owns and operates five theaters on Broadway - the St. James, Al Hirschfeld, August Wilson, Eugene O'Neill, and Walter Kerr. Its current shows include "The Book of Mormon," "Jersey Boys," "How to Succeed in Business Without Really Trying" and "On A Clear Day You Can See Forever." Roth, Paul Libin and Jack Viertel are the company's President, Executive Vice President and Senior Vice President, respectively. Roth and Rocco Landesman are Jujamcyn's principals.

About NuBax
NuBax Ltd. is a private UK company owning all patents and rights to the ProBax technology. ProBax uses specifically located foam inserts of a precise geometric shape to encourage an anatomically correct posture in the seat occupant, removing the slumped posture often seen in foam-based seats. This in turn leads to reduced back ache and lowered muscle fatigue. Clinically proven improvements in blood and oxygen flow as a result of these postural changes help aid concentration levels.

About The August Wilson Theatre
Designed by architects C. Howard Crane, Kenneth Franzheim, and Charles Bettis, the August Wilson Theatre first opened in 1925 as The Guild Theatre, named for its founding company, The Theater Guild. In 1943, the Theater Guild was forced to relinquish control of the theater, and it was then leased as a radio station to WOR-Mutual Radio until 1950, when it was purchased by the federally-funded American National Theater and Academy (ANTA) and renamed The ANTA. The ANTA underwent a major renovation, in which its seating capacity was increased to over 1,200 and its interior was stripped of its original Florentine detailing. In 1981, after a string a flops, the theater was purchased by Jujamcyn and renamed the Virginia, after Jujamcyn Board member Virginia McKnight Binger. Under Jujamcyn's control, the theater underwent a multimillion dollar interior renovation. Completed in 1995, the renovation reproduced as many of the theater's original design features as possible. On October 16, 2005, just 14 days after the death of American playwright August Wilson, the theater was renamed in his honor. The occasion marked the first time a Broadway theatre was named in honor of an African American.