New York City Best Buy Co. said Wednesday that a concert and events venue in Manhattan will be renamed Best Buy Theater, as the retailer and live-entertainment company AEG Live have launched a multi-year naming rights agreement for what has been known as Nokia Theatre Times Square.
The 2,100-capacity theater, located 1515 Broadway (at 44th Street) in Times Square, is just blocks away from six Best Buy store locations in the greater Manhattan area. The theater’s signature 85-ft.-long LED high-definition marquee screens will be updated in September with its new name.
Also as part of the agreement, Best Buy will receive prominent logo placement throughout all public and private areas of the David Rockwell-designed theater. Guests will have the chance to visit the Best Buy Lounge aimed at bringing the latest technology products and services to life via state-of-the-art interactive displays.
Additionally, Best Buy’s production arm, Yellow Tag Productions, will be producing theater-specific content to run inside and outside the theater.
Since its grand opening on September 19, 2005 as Nokia Theatre Times Square, the 45,000-sq.-ft. theater has hosted a variety of performers including Bon Jovi (the venue’s first concert), John Legend, Rihanna, Fall Out Boy, Jay-Z, Sugarland, Prince, The Eagles and Alicia Keys.
It has also hosted 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, ESPN and Nickelodeon upfronts in addition to being the home of the annual Heisman Trophy presentation since 2005.