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.
Follow @Variety on Twitter for breaking news, reviews and more