Live Nation pacts with Blender for redubbing

Live Nation is renaming Gotham’s Gramercy Theater as the Blender Theater at Gramercy in a branding effort with Blender magazine.

Live Nation will book the venue with plans for about 250 concerts annually.

“We are exploring and exploiting the full potential of Blender.com with the venue,” a spokesman for the magazine said, laughing.

The 600-capacity theater will relaunch Thursday with a kickoff party and perf by Wolfmother. David Johansen will be the evening’s emcee.

The magazine will be a marketing and promotional partner.

Blender issues in New York, New Jersey and Connecticut will include a show schedule, and the theater will be used for Blender events. Blender.com will promote the venue as well and explore Webcasts of concerts at the venue.

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