Nokia Theatre, nee Astor Plaza, to be renamed the Best Buy Theatre
NEW YORK, NY — The Nokia Theatre Times Square which, as a movie theater, was known as Loew’s Astor Plaza, will soon be rechristened the Best Buy Theatre. Besides upgrading the interior, the electronics chain will also use it to showcase its products in its lounge and at events according to an article in Broadway World.
A spokesperson from Best Buy said that this will be the company’s first venture into gaining rights for an entertainment venue. Best Buy’s chief marketing officer, Drew Panayiotou says of the venture: “If you’re going to shows, and you’re going to shows in Times Square, then you’re the kind of customer we want to build a relationship with.”
A Nokia spokesperson said that the company wanted to focus on “reaching customers where they consume content, online, as opposed to at a physical venue,” which was part of the reason they didn’t renew the Times Square deal.