The 90-year-old Loews Theatres circuit, the oldest and seventh largest in the country, will officially change its name to Sony Theatres today.
In a statement, company co-chairmen Barrie Lawson Loeks and Jim Loeks ascribe the name change as necessary to reflect Sony Pictures’ “commitment to the future of the theater circuit.”
Sony has been the parent of Loews since 1989.
New signs reflecting the Sony Theatres name will be placed in all of the circuit’s 175 locations in 15 states. The changeover from Loews to Sony Theatres will begin at theaters in the Manhattan area.
Sony Theatres has been on an expansion binge. It added five new theaters in 1993. Another six complexes are skedded to open this year, including a nine-screen Sony Lincoln Square Theatre flagship location in Manhattan — a venue that includes an eight-story-high, large-format Imax Theatre venue. Sony Theatres currently operates roughly 1,000 screens nationwide.
Sony Lincoln Square is designed to replicate “the grandeur of movie palaces of the past, while providing the latest entertainment technology available today ,” according to a company release.