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If I have created a fictional theatre with it’s own name, and italicise the name with it’s first appearance in the story, do I need to keep it in italics whenever it’s mentioned after that?

Eg: We made our way to The New Grand Duchess Theatre. I was excited. It had been closed down for years...

(Later in story)

....I couldn’t wait to tell Henry all about The New Grand Duchess Theatre in all her renovated glory.

So basically, does the theatre’s name need to be kept in the same format or can I lose the italics after it’s first mentioned?

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