The Best Buy Theater in New York City's Times Square is now the PlayStation Theater, Sony Computer Entertainment and AEG Live announced today. The 2,150 seat theater originally opened in 2005 as the Nokia Theatre Times Square.
Sony's partnership with the theater brings PlayStation branding to the venue's interior and exterior and will include "live performances on PlayStation Network, experiential marketing initiatives and VIP hospitality opportunities."
According to a release, Sony plans to use the venue to show off the latest 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," John Koller, vice president of marketing at PlayStation, said in a statement. "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."
Incidentally, Microsoft held its Xbox One launch event at the same theater, when it was named the Best Buy Theater, in 2013. Microsoft has its own theater in Los Angeles; the company took over the Nokia Theatre L.A. Live in 2015.