Sony's Name Game

The new 350,000 square foot Sony Entertainment complex under construction in San Francisco has finally been branded with a name.

Lexicon Branding has bestowed the name Metreon (part metropolitan, part meteor) on the center, which is scheduled to open in November 1998. Construction is underway on the complex which will house a 15-screen Sony Theatres cinema, IMAX Theatre, arcade, and other entertainment and retail shopping options.

The Metreon marks Sony's first entrance into the location-based entertainment-attraction business. Competitor Sega (partnering with Dreamworks and Universal Studios) introduced its own GameWorks entertainment center earlier this year in Seattle.