The rebranding of the May stores was disliked in Chicago and elsewhere because the stores were regarded as beloved local institutions. The renaming of Filene's, Marshall Field's, and Kaufmann's, which were well known for their downtown flagship stores and local traditions provoked the most outrage. For example, Kaufmann's operated the Kaufmann's Celebrate the Season Parade which was traditionally broadcast live throughout the Commonwealth of Pennsylvania on television. Many customers publicly vowed to never again shop at the renamed May stores and to switch to competitors. Prominent film critic Roger Ebert voiced the grief of many Chicagoans at the loss of Field's when he wrote in his column on September 21, 2005: