New York - The Nokia Theater in Times Square will be renamed Best Buy Theater next month under a multiyear naming rights agreement with owner AEG Live.
The 2,100-capacity venue, located within Viacom's headquarters building at 1515 Broadway, opened nearly five years ago as Nokia Theatre Times Square. Best Buy will continue to host music concerts and special events there, but will also create a Best Buy Lounge where it will showcase the latest technology products and services via state-of-the-art interactive displays. Guests will have an opportunity to download mobile content and enter promotions, among other activities, and Best Buy's production arm, Yellow Tag Productions, will also produce theater-specific content to run inside and outside the location, which is the retailer's first entertainment venue.
"The Best Buy Theater underscores our continuing commitment to being a leader in entertainment, and we are thrilled to partner with AEG Live to bring our presence to the crossroads of the world -- Times Square," said Drew Panayiotou, chief marketing officer for Best Buy's U.S.-based operations. "Times Square is at the center of media and entertainment, and both are central to our brand so this venue is a great fit for us. We plan to utilize the theater as a stage with key partners for the most exciting events and news happening in consumer electronics."
Best Buy Theater features state-of-the-art lighting, a JBL sound system, and an 85-foot-long HD-LED marquee than can display digital video and live broadcasts from the stage in real time. The marquee is also directly connected to MTV's Times Square studio on 44
The fall calendar includes concerts by Ingrid Michaelson, Gary Numan, Cypress Hill, The Black Crowes and Paul Weller, and stints by comedian Jim Gaffigan and NBC's "Last Comic Standing Live."
As the Nokia Theater, the 45,000-square-foot venue has hosted concerts by Bon Jovi, John Legend, Rihanna, Fall Out Boy, Jay-Z, Sugarland, Prince, The Eagles, Alicia Keys, and Phil Lesh & Friends, as well as special events such as Dick Clark's Rockin' New Year's Eve, Good Morning America concert series performances by Janet Jackson and Usher, Bruce Springsteen's Gateway Schools Benefit, and the annual Heisman Trophy presentations.