Yet another Hollywood Boulevard icon could get some giant corporation's name stuck on it: the operators of the 1930 Pantages Theatre are looking for someone to buy the naming rights to the venue. LAObserved got the poorly-copy-edited email pitch: "For the first time in 83 years, one of the Los Angeles rarest naming rights assets is available to invest in .... In addition to being at the heart of the entertainment capital of the world, this naming rights opportunity can provide unparalleled value in promoting your brand." And it goes on to talk about all the people who walk and drive by the theater every year ("6.4 million vehicle impressions per annum"!) and all those hotly-sought-after theater patrons it nets ("well over 700,000 of California's most affluent and game-changing consumers"!). According to the LA Business Journal (sub. req.), the company in charge of finding a sponsor "has contacted brands in the automotive, financial and technology industries." They're hoping "Pantages" sticks around somehow, though; "depending on the deal, [it] could remain as part of the new name." (Just don't let the Frolic Room ever be anything but the Frolic Room, please, guys?) Meanwhile, down the street, Grauman's Chinese is now known as the TCL Chinese Theatre, and Hollywood & Highland was rumored to be looking for a naming sponsor.
· Naming rights to Pantages Theatre are in play [LAObserved]