New York City's Best Buy Theater has been renamed PlayStation Theater, Sony Computer Entertainment and AEG Live have announced.
Originally named the Nokia Theatre Times Square when it opened in 2005, the 2,150 seat venue has been remodeled inside and out with PlayStation branding.
According to Sony, the theater will host "live performances on PlayStation Network, experiential marketing initiatives and VIP hospitality opportunities." The firm also plans to use the stage to show off new PlayStation products.
"PlayStation Theater is an exceptionally exciting initiative, allowing us to marry our tremendous brand momentum with an amazing venue right in the heart of Times Square,"vice president of marketing at PlayStation, said John Koller.
"We believe the PlayStation brand should be deeply integrated with large cultural events, and this partnership provides that opportunity. We are looking forward to exploring significant cultural moments at PlayStation Theater."