The Nokia Theatre in Los Angeles is well known to residents of the city, but it's world-famous for hosting the prestigious Emmy, People's Choice, ESPY, and MTV Movie awards (among others) each year. When Microsoft acquired Nokia's devices and services business last year, it also inherited the Finnish company's naming rights for the venue, as part of an existing deal that ends in July 2018.
But now, the Nokia Theatre is no more.
The venue is now known as the Microsoft Theater, while the 40,000-square-foot outdoor plaza around the building is now called Microsoft Square.
Lee Zeidman - president of the Microsoft Theater, the LA Live complex and the Staples Center - said today:
We are proud to partner with one of the world's greatest and most recognizable brands. As technology continues to transform the live entertainment business, I couldn't think of a better partner to help us create an even better experience for our fans…both on the stage and throughout Microsoft Theater.
Having already placed its logo on the building, Microsoft is also giving it a 'tech makeover' in partnership with the venue's owner, AEG, and will "contribute cutting edge technology and expertise" as part of that effort.
Source: Microsoft Theater | images courtesy of Microsoft Theater/AEG