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===Origins and Pizza Time Theatre (1977-1989)=== The character Chuck E. Cheese was originally created as the mascot for a restaurant concept by Nolan Bushnell, the founder of Atari, in 1977. Bushnell had intended to open a restaurant called Coyote Pizza, after purchasing what he thought was a coyote costume at the International Association of Amusement Parks and Attractions (IAAPA) conference in Orlando. Upon delivery, he discovered that the costume was actually a rat, leading him to rename the restaurant Rick Rat's Pizza. However, the planners argued that naming a restaurant after a rat might not be appealing, so the name was changed to Chuck E. Cheese, and the restaurant became Chuck E. Cheese's Pizza Time Theatre. The first location opened that same year in San Jose, California, at 370 South Winchester Boulevard. Chuck E. was initially intended to be called "Rick Rat," but the idea was rejected by Atari's team for being too mature for children. The name "Chuck E. Cheese" was chosen for its alliteration with Disney's Mickey Mouse and its appeal as a "three-smile name." Early on, Chuck E. had a different persona, modeled after the character "Muggs McGinnis," portraying a tough, cigar-smoking rat who made fun of other characters on stage. This rough persona was softened over time, especially after 1980 when he stopped smoking as part of The Great American Smoke Out. Chuck E.'s trademarks included a New Jersey accent, his jokes and insults, a red derby, and a big smile. Despite his harshness, he showed he cared for his onstage friends. By 1984, his personality became gentler. He was known as "Big C" by the other Pizza Time Players and briefly as "Bingley," though the name was dropped due to pronunciation issues. Chuck E. was a host and vocalist at Pizza Time Theatre, holding a microphone rather than playing an instrument, and was fond of celebrating birthdays.
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