The Best Buy Theater has been a fixture of Times Square since 2005, although it made its debut as the Nokia Theater. In 2010 Best Buy became its title sponsor, and now in 2015, another big company has unseated Best Buy by signing on as the theater's namesake sponsor.

Today, Sony has introduced the "PlayStation Theater." It's the same 2,100-capacity venue New Yorkers know and love; it just has a new name.

The theater is still owned and operated by A.E.G., but Sony's partnership gives the tech titan access to the venue for special events and marketing opportunities. The PlayStation Theater branding has already replaced all signage on-site, including the 85-foot-long LED marquee screen that's become one of Times Square's most recognizable features.

Sony has hinted that it may broadcast live performances at the theater on its PlayStation Network, which is accessible to PlayStation Plus members. The theater's schedule of events won't be affected by the change.

New York locals can stop by the PlayStation Theater box office immediately to enter for a chance to win a PlayStation 4.

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