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 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. will promote the venue as well and explore Webcasts of concerts at the venue.

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