Times Square’s 2,150-capacity concert venue renamed PlayStation Theater

The PlayStation brand just plastered its name in one of the most heavily trafficked locations in the world.

Sony announced today that the former Best Buy Theater in Times Square is now the PlayStation Theater. This concert venue is 45,000-square feet and has capacity for 2,150 people. Now, all of those tourists walking through Time Square will see the PlayStation name.

This gives you an idea of how well the brand is doing these days. Its newest console, the PlayStation 4, is the fastest-selling PlayStation yet, outpacing the Xbox One. In fact, PlayStation is ranked the No. 3 “most intimate brand’ among millennials (people between the ages of 18 and 34), according to a report from marketing firm MBLM.