You will be redirected back to your article in seconds

Hulu Buys Madison Square Garden Theater Naming Rights

Hulu is slapping its name all over a landmark New York City venue: The subscription-streaming service has inked a multiyear marketing pact with the Madison Square Garden Co., which includes naming rights to the arena complex’s 5,600-seat theater.

The MSG theater will now be known as “The Hulu Theater at Madison Square Garden,” with signage slated to be installed in and around the venue on Thursday. Hulu has held its spring upfront presentation for advertisers and agencies at the theater for the last two years, and will return there again this year.

The deal with Madison Square Garden encompasses Hulu branding and content across the theater and across MSG’s digital and promotional platforms, including sweepstakes and promotional rights as well as ticket pre-sales to select events.

All venue signage — including ingress and egress signage, Penn Station directional and digital signage, and new signage on Eighth Avenue — will be rebranded the Hulu Theater at Madison Square Garden. The Hulu Theater at MSG will feature the subscription VOD and live TV service’s content in the lobby plus “targeted activations” around specific events.

The companies declined to disclose how many years Hulu’s naming rights to the theater will run.

Most recently, the venue was known as The Theater at Madison Square Garden. Among other past names, from 1991-97 it was called the Paramount Theater.

“This new relationship gives us a unique presence in one of the largest and most important media markets, and we’re proud to align with an iconic venue such as The Theater at Madison Square Garden,” Hulu chief marketing officer Kelly Campbell said in announcing the pact.

The Theater at Madison Square Garden, which opened in 1968, has hosted numerous musical acts, comedians, and other live events including boxing bouts and the NBA draft.

Hulu has been boosting its marketing spending under Campbell, who joined the company last year from Google, as it fights to sign up customers for its SVOD and live TV services. Last fall, it launched a national TV ad campaign featuring Anna Kendrick, its first advertising with a celebrity spokesperson in more than five years.

Hulu is owned by Disney, NBCUniversal, and 21st Century Fox, with a minority stake held by Time Warner. Under Disney’s proposed deal with Fox, Disney would acquire 21st Century Fox’s 30% stake in Hulu to obtain majority control.

More Music

  • Madonna Madame X

    Madonna Reveals Collaborators, Tracklist, Release Date for 'Madame X' Album

    Madonna has posted a lot of material on social media positioning the concept of her new album, “Madame X,” but until “Medellin,” the first single from the album, dropped today, there was precious little information about the album itself. We knew she’d worked with “Medellin” collaborator Maluma, longtime producers Mirwais and Mike Dean… and that’s [...]

  • Anne del Castillo Named NYC's Commissioner

    Anne del Castillo Named New York City's Commissioner of Media and Entertainment

    The film and TV industries in New York City have a new boss: Anne del Castillo, who has been tapped by Mayor Bill de Blasio to serve as commissioner of the Mayor’s Office of Media and Entertainment. Del Castillo had served as general counsel and chief operating officer of MOME since 2015. She succeeds Julie [...]

  • Warner/Chappell Music Names Ryan Press President

    Warner/Chappell Music Names Ryan Press President of A&R for the U.S.

    Warner/Chappell Music has announced the promotion of Ryan Press to president of A&R, U.S. Press, who joined the publisher in 2009, has worked closely with an array of acclaimed songwriters and producers, including Rihanna, Rae Sremmurd, DJ Khaled, Wiz Khalifa, Meek Mill, T-Minus, Tayla Parx, Gucci Mane, Mike Elizondo, Aloe Blacc, The-Dream, Priscilla Renea, Lil [...]

  • Madonna

    Single Review: Madonna’s ‘Medellin’

    While a song that begins with a cha-cha count-in and the lyric “I took a pill” sounds like it should be a dancefloor rager, it’s actually the unexpectedly low-key return of Madonna, who today dropped “Medellin,” the first single from her forthcoming album “Madame X.” A collaboration with Colombian singer Maluma — himself a native [...]

  • Beyonce Lemonade HBO

    Beyonce to Release Audio of 'Lemonade' Film Across All Music Streaming Platforms (EXCLUSIVE)

    Beyoncé is offering up some more “Lemonade.” Variety can exclusively reveal that the audio of Beyoncé’s 65-minute “Lemonade” film will drop across all music streaming services on Tuesday, April 23. The drop marks the third anniversary of the film’s debut on HBO. It’s also the first time all of Bey’s catalog is available for streaming. [...]

  • Jordan Feldstein

    Beanie Feldstein Writes Touching Tribute to Her Brother, Maroon 5 Manager Jordan

    Actress Beanie Feldstein has written a moving tribute to her late brother Jordan, longtime manager of Maroon 5, who passed away of a heart attack in December of 2017. “It is impossible. Grief is just impossible. It cannot be contained or summarized or enclosed,” the tribute, published in InStyle, begins. “To describe the wound grief [...]

  • Madonna

    Madonna Drops New Song ‘Medellin’

    Madonna today dropped “Medellin,” the first single from her forthcoming album, “Madame X.” The song is a collaboration with Colombian singer Maluma and is named after that country’s city of Medellin, formerly the home base of narcoterrorist Pablo Escobar, but now a peaceful and thriving metropolis. On April 24 at 4 p.m. ET, MTV will [...]

More From Our Brands

Access exclusive content