Microsoft Theater in Downtown L.A. Gets Rebranded as Peacock Theater
The Microsoft Theater just got an operating system update. L.A. Live and NBCUniversal announced Thursday that the downtown L.A. venue will henceforth be known as the Peacock Theater, with the 7,100-set venue and its surrounding plaza getting a facelift in a change of naming rights.
The switch applies not just to the mid-sized theater but to the 40,000-square-foot open-air plaza surrounding it, which was most recently known as XBOX Plaza and now will be called Peacock Place, also in deference to NBCUniversal’s premium streaming service.
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Peacock is now the exclusive streaming partner of L.A. Live, via a deal brokered by AEG Global Partnerships.
What visitors can expect to see in the way of major cosmetic changes include a new LED marquee located at the intersection of Figueroa and Olympic Blvds., with two video boards permanently attached to L.A. Live’s façade which “will provide Peacock with 100% share of voice, 365 days a year.” One of the two new signs will be 56 feet wide and 29 feet high and the other will also be 29 feet high but a significantly larger 88 feet wide. They will connect at the corner, with one facing Figueroa and the other facing Olympic.
The arrangement also promises a branded content studio and fan activations at points throughout the sports and entertainment district.
“Like Peacock, L.A. Live is at the epicenter of premium original entertainment, exhilarating sports, one-of-a-kind experiences and extreme fandom,” said Kelly Campbell, president of Peacock and direct-to-consumer, NBCUniversal, in a statement. “Through Peacock Theater and Peacock Place, we’ll have the opportunity to bring all the elements of our brand to life with the millions of fans who visit L.A. Live each year, while partnering with the incredible team at AEG to further cement Peacock as the ultimate destination for audiences.”
“We are incredibly excited for this groundbreaking partnership with Peacock and AEG,” said Lee Zeidman, president, Crypto.com Arena, Peacock Theater and L.A. Live. “We are looking forward to the opportunity to collaborate with Peacock to create new content and programming to complement our existing roster of amazing concerts, awards shows and special events we are known for at all of our iconic L.A. Live venues.”
The biggest anchor of the L.A. Live complex, Crypto.com Arena, formerly Staples Center, will keep its name, possibly to the consternation of visitors who have not yet gotten used to saying “dot-com” as part of a venue name.
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