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Palladium Times Square

The Palladium Times Square is a state-of-the-art indoor live events venue located at 1515 , at the corner of 44th Street and in , , . Situated in the heart of the "," it primarily hosts music concerts, performances, shows, premieres, and corporate events, drawing on its prime location to attract diverse audiences and top-tier talent. The venue's origins date to June 26, 1974, when it opened as the Loews Astor Plaza, a multiplex movie theater within One Astor Plaza. It operated in this capacity until 2004, screening films amid the bustling theater district. In 2005, after a comprehensive $21 million renovation led by architect David Rockwell, the space was reconfigured into a modern concert hall and reopened in September as the Nokia Theatre Times Square, emphasizing live performances over cinema. Subsequent sponsorships led to name changes, including Best Buy Theater in 2010 and PlayStation Theater in 2015, before it closed in late 2019, briefly reopened as the RAD Theater in 2020, and was rebranded as Palladium Times Square in 2021. Equipped with world-class , , and an 85-foot LED for dynamic visuals, the Palladium Times Square offers versatile configurations to suit various event types. Its capacity reaches 2,150 standing, while theater-style seating accommodates up to 1,150, and it supports receptions for 1,500 or seated dinners for 500. Over the years, it has become a key stop for major touring acts, including rock, , and pop artists, solidifying its role in City's entertainment ecosystem.

History

Origins as Loews Astor Plaza Theatre

The Loews Astor Plaza Theatre was constructed as part of the development, a 54-story office tower at 1515 in , initiated by Loews Theatres in collaboration with the project's developers. Construction of the overall building began in 1968 and was completed in 1972, with the theater space incorporated into the basement level to complement the house known as the on the third floor. This integration reflected the era's trend toward mixed-use entertainment complexes, positioning the cinema as a key component in revitalizing 's commercial landscape. The theater opened on June 26, 1974, as City's largest single-screen venue with 1,440 seats and one of the largest screens in the city. Its inaugural screening featured the film For Pete's Sake, starring , marking Loews Theatres' commitment to showcasing major releases in a purpose-built space accessible from West 44th Street. Architecturally, the venue featured steeply raked stadium seating for optimal viewing and was designed for immersive cinematic experiences, contributing to the broader shift in from traditional stage theaters to modern multiplex-style cinemas during the 1970s. Throughout its three decades as a cinema, the Loews Astor Plaza served as a premier movie house in Times Square, hosting numerous box office successes and exclusive screenings that drew large crowds. Notable presentations included the New York premiere of Superman on December 11, 1978, organized as a benefit for the Special Olympics, which highlighted the theater's role in high-profile film events. Other major hits screened there encompassed the 1976 remake of King Kong and the 1989 romantic comedy When Harry Met Sally..., underscoring its status as a go-to destination for blockbuster entertainment in the heart of Manhattan. By the early 2000s, the theater faced challenges from the industry's move toward multiplex formats and smaller venues, leading to declining attendance for single-screen operations. An unsuccessful attempt to subdivide the space into multiple screens in 1993 further highlighted these pressures. The venue closed on August 1, 2004, coinciding with the expiration of its lease, as the landlord sought to repurpose the space amid evolving entertainment demands in .

Conversion and reopening as a live events venue

The Loews Astor Plaza Theatre, New York City's largest single-screen with 1,440 seats, closed on August 1, 2004, after three decades of operation, amid broader industry challenges including declining attendance and competition from home entertainment systems. The closure marked the end of its run as a film exhibition space, with its final screening being starring . In response, the (AEG) acquired the lease for the 1515 Broadway location and initiated a comprehensive $21 million to transform the venue into a dedicated live events space, aiming to leverage Times Square's high tourist foot traffic for music concerts and performances. The project, managed by AEG's subsidiary AEG Live, sought to address the evolving entertainment landscape by shifting focus from declining cinema revenues to the growing demand for mid-sized live music venues in a prime urban district. The redesign was led by architect David Rockwell of the Rockwell Group, who reconfigured the interior for optimal acoustics and audience engagement while preserving the building's structural footprint. The venue reopened on September 21, 2005, as the Nokia Theatre Times Square under a naming rights deal with Nokia, featuring an initial capacity of 2,100 seats configurable for seated or standing events. This conversion established it as a key mid-tier concert hall, capitalizing on the area's vibrancy to host major entertainment productions.

Name changes and operations under sponsorships

The venue opened in September 2005 as the under a agreement with Nokia Corporation, marking the start of its operations as a mid-sized and events space managed by Live. In September 2010, following the expiration of the Nokia deal, it was rebranded as the Best Buy Theater through a multiyear sponsorship with Co., Inc., which included prominent exterior signage and marketing integrations to promote the retailer's brand in . This period saw operational enhancements, including an increase in from 2,100 to 2,150 seats as part of venue updates to accommodate larger audiences for live performances. By November 2015, the venue underwent another rebranding to the via a strategic partnership between and , emphasizing digital entertainment tie-ins such as interactive displays and exclusive gaming events. Under 's ongoing management, operations focused on high-profile programming, with the theater annually hosting segments of major artist tours like those by and , alongside broadcast-integrated events such as the ceremony. Ticketing was handled through 's AXS platform, which supported seamless sales for these productions, while sponsorship revenues from and brand activations contributed significantly to the venue's financial model. Throughout the 2010s, the theater's operations faced escalating challenges in the high-rent district, where commercial real estate pressures intensified. By 2019, entered reevaluations of its ground lease with building owner , ultimately failing to reach renewal terms amid disputes over escalating costs and operational viability, leading to the end of sponsored operations that year.

Closure in 2019 and reopening as Palladium Times Square

The Theater concluded its operations on December 31, 2019, following a four-night residency by the jam band The Disco Biscuits, with performances on December 27–28 and 30–31. This closure was prompted by the expiration of the venue's lease with , ending the sponsorship era that had begun in 2015. The subsequent hiatus in 2020 was significantly prolonged by the , which imposed strict restrictions on indoor gatherings and live events across , preventing any immediate reopening despite initial plans for rebranding. The venue remained dark throughout much of 2020, aligning with broader industry shutdowns that halted concerts and performances nationwide. In a strategic shift, the venue relaunched in 2020 under the neutral branding of Palladium Times Square, managed by Presents to eliminate reliance on corporate sponsorships and foster long-term flexibility. The first post-pandemic event occurred in September 2021, marking a cautious return to live programming amid ongoing health guidelines. Ownership remained with , which retained its lease on the space within , while partnerships with Live Nation facilitated ticketing and event promotion. Post-reopening enhancements included mandatory health protocols such as proof of and masking requirements during the recovery phase, alongside the adoption of fully digital ticketing systems for contactless entry. By 2025, Palladium Times Square has seen a surge in bookings, exemplified by high-profile concerts like the FLOW WORLD TOUR on , 2025, and the upcoming GWAR's The Return of Gor Gor tour on November 21, 2025, reflecting renewed vitality in the live events sector as of November 2025.

Design and architecture

Exterior and marquee

The Palladium Times Square is integrated into the base of , a 54-story at 1515 on the corner of and West 44th Street in . The building's exterior features a modernist characterized by a facade of glass and stone, with the tower's upper portions incorporating dark glass windows and vertical stone mechanical shafts that contribute to its sleek, vertical profile. This design aligns with the influences prevalent in mid-20th-century , while the prominent signage at street level enhances its integration into Times Square's vibrant, neon-lit environment. A key element of the exterior is the venue's , which consists of an 85-foot-long by 10-foot-high high-definition LED video screen installed in as part of the theater's and reopening. This screen, one of the largest marquees on , supports dynamic digital displays for promoting upcoming events and is highly visible at the busy intersection of and 44th Street. The 2005 updates to the exterior, overseen by architect David Rockwell, included the addition of illuminated branding panels on the marquee to showcase sponsor names, such as those from previous naming partners like Nokia and Best Buy, further emphasizing the venue's role in Times Square's advertising landscape.

Interior design and layout

The interior of Palladium Times Square was reimagined through a $21 million renovation designed by architect David Rockwell, completed in September 2005 when the venue first opened as a performance space. This design transformed the former movie theater into a multi-level auditorium optimized for immersive live events, featuring a spacious standing-room orchestra section at the front, a large fixed seating area toward the rear, and two private mezzanine lounges elevated above the main floor. The layout includes a wrap-around lounge encircling the upper levels with three integrated bars, facilitating smooth guest flow and social interaction during performances. Acoustic considerations were integral to Rockwell's approach, resulting in a venue renowned for its superior sound distribution and clarity, achieved through thoughtful spatial engineering and high-quality materials that minimize echoes while enhancing projection across all seating areas. Aesthetically, the space incorporates contemporary lighting rigs suspended from the and catwalks, along with LED accents that provide dynamic, color-shifting illumination to complement stage visuals and create an energetic ambiance. The stage supports flexible configurations, enabling 360-degree audience immersion for certain productions through modular risers and adaptable barriers. Backstage facilities support performer needs with multiple green rooms equipped with en-suite showers and toilets, a dedicated area, a VIP lounge, and a production office. There are three standard dressing suites plus a VIP dressing suite, providing ample private preparation space. is integrated throughout, with ADA compliance including wheelchair-accessible seating; upon arrival, security staff assist guests with mobility needs, and the venue features elevators for multi-level navigation.

Facilities and features

Capacity and seating arrangements

The Palladium Times Square underwent a reconfiguration upon its reopening in 2020, maintaining a total capacity of around 2,150 for concerts, including standing configurations, while theater-style seating accommodates up to 1,150. This aligns with the venue's previous incarnation as the PlayStation Theater (2005–2019), which had a capacity of 2,100, while complying with updated fire safety codes and spacing requirements. The venue's seating layout is divided into three primary levels: an section providing close-up views of the stage, a level for mid-tier and sightlines, and a section offering elevated perspectives across the . The level includes options for both seating and standing room. Flexible arrangements enable the removal of seats in the area to convert portions into standing-room space, expanding the total to up to 2,150 for high-energy events such as concerts, while maintaining compliance with post-2020 occupancy standards. Comfort features include padded, cushioned seating throughout the fixed areas, integrated cup holders for convenience, and premium VIP sections with enhanced amenities like dedicated access and superior acoustics for an elevated experience.

Technical specifications and production capabilities

The stage at Palladium Times Square supports dynamic set changes and flexible configurations during productions. The venue's audio infrastructure includes high-end line array systems for clear, immersive experiences across the space. Lighting capabilities include advanced systems with moving head fixtures, enabling complex visual designs, while integration with the exterior LED marquee facilitates hybrid indoor-outdoor shows that extend performances to Times Square passersby. Broadcast facilities are equipped with fiber optic lines, providing robust connectivity for live television and web streaming, as demonstrated in various awards ceremonies hosted at the venue. Supporting these elements, the venue provides substantial electrical service to power large-scale events and includes a dedicated for efficient setup and teardown of production equipment.

Notable events

Concerts and live performances

The Palladium Times Square has been a prominent venue for concerts and live performances since its conversion to a live events space in , hosting a wide array of musical acts and theatrical productions that draw on its central location to attract diverse audiences. During its earlier years as the Nokia Theatre and subsequent sponsorship iterations, the venue served as a key stop for major label tours, emphasizing rock, pop, and emerging genres. In the post-2005 era, the venue occasionally incorporated elements of its cinematic heritage through film-related events, though these were secondary to full concerts. Primarily, however, the focus shifted to standalone live music, with the 2005-2019 period marking a high point for artist residencies and tours. Notable highlights include Swift's promotional concerts tied to album releases. Other key events featured Lil Pump's high-energy set in 2017, a joint metal tour stop by Epica and that same year, and Danzig's punk-metal residency in 2015, drawing sold-out crowds. The venue's genre diversity during this time was evident in its annual programming, spanning rock and metal acts like alongside hip-hop tours from artists such as , reflecting a commitment to major label bookings across musical styles. Attendance peaked in the 2010s under sponsorship operations, with major tours consistently filling the venue's capacity of around 2,000 seats, establishing it as a hub for high-impact live music in . Following its 2019 closure and 2020 reopening as Palladium Times Square, the venue continued to prioritize musical and theatrical performances, adapting to post-pandemic protocols while maintaining its eclectic lineup. Recent examples include ' metalcore tour stop in 2025, The Warning's rock performance as part of their world tour that year, underscoring ongoing genre variety with rock and metal. These events highlight the venue's role in fostering artist residencies and tours, ensuring its relevance in New York City's live entertainment scene.

Awards ceremonies and special events

The Palladium Times Square, formerly known as the Nokia Theatre Times Square and Theater, has long served as a premier venue for high-profile awards ceremonies, particularly during its operation from 2005 to 2019. It annually hosted the ceremony from 2005 to 2019, where the most outstanding player in was honored in a nationally televised event broadcast live on . These ceremonies drew thousands of attendees and millions of viewers, showcasing the venue's advanced technical capabilities for live broadcasts, including production and audience integration. The Heisman events significantly elevated the theater's reputation as a hub for prestigious national television spectacles in the heart of . Beyond the Heisman, the venue accommodated several other notable awards presentations, emphasizing its suitability for formal, scripted gatherings. The , recognizing excellence in , were held there in 2018 and 2019, featuring red-carpet arrivals and live announcements of winners in categories like and . In 2017, the , honoring achievements, took place at the theater, highlighting indie artists and labels in a broadcast-friendly format. These events leveraged the venue's central location and production infrastructure to broadcast segments and webcasts, often incorporating real-time elements for broader engagement. Following its reopening in 2022, Palladium Times Square has hosted a variety of special events, including corporate galas and themed broadcasts that capitalize on its prestige. Post-2020, it has been a site for private corporate gatherings, such as product launches and appreciation events, with examples including the 2022 live broadcast of The Michael Kay Show's 20th anniversary, aired from 3 to 7 p.m. for a sports radio audience. In 2025, the venue featured the Alegria Halloween event on November 1, a 21+ circuit party tradition running from 10 p.m. to 6 a.m., complete with DJ performances and immersive festive elements. Additionally, the November 17 Flow World Tour 2025 – Naruto the Rock presented a themed spectacle with interactive anime-inspired performances, drawing fans for its blend of live music and narrative engagement. These gatherings have reinforced the venue's role in producing memorable, broadcast-quality specials that enhance Times Square's status as a global entertainment epicenter.

Location and access

Site and surrounding area

The Palladium Times Square is situated at 1515 Broadway, at the corner of West 44th Street and , within the 54-story skyscraper, which formerly served as the headquarters of (rebranded as Paramount Skydance following its August 2025 merger with ). This structure, completed in 1972, features a prominent low-rise retail base that encompasses the venue, blending it seamlessly into the commercial and entertainment fabric of . Positioned at the epicenter of , the site is enveloped by a dynamic array of cultural and tourist attractions, including the iconic discount ticket booth in to the north and the Lyceum Theatre at 149 West 45th Street, Broadway's oldest continuously operating playhouse established in 1903. These proximate landmarks underscore the venue's role within a concentrated hub of theatrical and pedestrian activity, amplifying the neighborhood's allure as the "." The Palladium contributes to Times Square's stature as one of the world's most visited locales, which attracts an estimated 50 million tourists annually and fosters a lively, neon-lit environment synonymous with global entertainment. This urban integration bolsters the area's economic and cultural vitality, where retail, media, and performance spaces converge to create an immersive district experience. Times Square's surrounding neighborhood has evolved dramatically, transitioning from a notorious enclave of , , drug trade, and high rates during the to a cleaned-up, family-oriented zone by the 2000s, driven by public-private revitalization initiatives that included reforms and major developments.

Transportation options

Palladium Times Square, located at 1515 Broadway between West 44th and 45th Streets, benefits from its central position in the Times Square district, offering multiple convenient public transportation options for visitors. The venue is easily reachable by , bus, and other modes, with the official recommendation to use public transit due to limited on-site parking. The nearest subway station is Times Square–42nd Street, served by the 1, 2, 3, 7 (including <7> express), N, Q, R, W, and S lines, located approximately a 2-minute walk (0.1 miles) north of the venue. This station features an accessible entrance with elevators, making it wheelchair-friendly for most lines, though some platforms may require additional navigation. Additional nearby stations include 49th Street (N, Q, R) and 50th Street (1, 2, 3, C, E), both within a 5-minute walk. Several bus routes provide service to the area, with stops within a 1-3 minute walk of the venue. These include the M7 (along 7th Avenue), M20 (along 7th Avenue and ), M42 (along 42nd Street), M104 (along ), and M34A (along 34th Street with connections). All buses are equipped with wheelchair ramps or low-floor access for easy boarding. Intercity travelers can access the Port Authority Bus Terminal at 625 8th Avenue (42nd Street and 8th Avenue), about a 5-minute walk (0.3 miles) west of Palladium Times Square. For ferry options, the NYC Ferry service at Pier 79 in Hudson Yards (about 1 mile southwest) connects to Manhattan and Brooklyn routes, with a short subway or rideshare ride to the venue. Parking is limited directly at the venue, but several garages are available nearby. The 1515 Broadway Garage offers valet parking starting at around $25 for the evening, with entrances at 217 West 44th Street. Meyers Parking at 146-150 West 44th Street, just one block away, provides a validated discount for same-day ticket holders. The TSX Broadway garage at 1568 Broadway also offers valet services for events. Street parking is scarce and metered, not recommended due to high demand and traffic. Accessibility features extend to alternative transport: stations, such as the one at ( and 47th Street), offer standard and adaptive e-bikes for wheelchair users. Rideshare services like and have designated pick-up zones throughout , with accessible vehicle options available via app filters. For those requiring , MTA's Access-A-Ride service provides door-to-door wheelchair-accessible vans to the venue.

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