A famous theatre in downtown Los Angeles just got a new face lift-and a new owner.
The 7,100-seat Nokia Theatre has been renamed to 'Microsoft Theatre' as part of the two companies' partnership agreement with AEG.
Microsoft was able to snag Nokia's phone business in September 2013 in a $7.2 billion transaction. The company then inherited the original Nokia-AEG deal that will last until July 2018.
"We are proud to partner with one of the world's greatest and most recognizable brands," said Lee Zeidman, theater president. "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."
Zeidman is also the president of Staples Center and the L.A. Live entertainment district.
General manager of the Microsoft Brand Studio, Jeff Hansen, also said that they are "incredibly excited about deepening the relationship between Microsoft and AEG around this Los Angeles entertainment landmark."
The full face lift and refurbishment of the downtown establishment will start this fall, where officials said that there will be a major boost in terms of technology.
"L.A. Live and our collaboration with AEG represent amazing opportunities to employ cutting-edge technology with world-class entertainment for thousands and thousands of fans," Hansen added in a statement.
"We haven't done much work in this area in the past," said Shawn Sanford, senior director of lifestyle marketing for Microsoft, to Hollywood Reporter. "It's a cool platform to showcase our technology in a new light."
"It's part of a brand-perception shift about what we are saying about Microsoft, and how we shift the perception of us in the entertainment community," he added.
Since its opening in 2007, the former Nokia Theatre has housed more than 3.5 million fans and has hosted over 700 events. It is the venue for known shows, namely the Primetime Emmy Awards, ESPY Awards (whereas on July 15, Caitlyn Jenner is known to be receiving The Arthur Ashe Courage Award), BET Awards, American Music Awards, MTV Video Music Awards, and People's Choice Awards.
The first concert for the rechristened Microsoft Theatre will be a performance from Indian composer A.R. Rahman.
