NYC Music Venue Renamed PlayStation Theater

New York City's Best Buy Theater has a new name. Sony has announced that it reached a deal with the venue's operator, AEG Live, to rename the Times Square theater as the "PlayStation Theater."

As part of the Sony takeover, the theater's is getting a makeover with PlayStation branding across its interior and exterior. This includes the theater's famous Times Square marquee. Sony also said it will stream some concerts live on PlayStation Network in the future.

The venue's website has already changed to reflect its new name.

This news comes out of left-field. According to PlayStation marketing executive John Koller, it allows Sony to "marry our tremendous brand momentum with an amazing venue right in the heart of Times Square."

He added: "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."

The 45,000-square foot, 2,150-capacity theater--which has hosted concerts from artists like Bon Jovi, Rihanna, and Jay-Z--celebrates its 10th anniversary this year. You can see the PlayStation Theater's fall concert schedule here.