Recently, Eastman Kodak announced it was trying to get out of its naming rights contract with Hollywood's Kodak Theatre, and L.A. Councilman Eric Garcetti was seemingly preparing for a future with no theater named Kodak. But now CIM Group, which owns the theater, is saying not so fast.
The Rochester Democrat and Chronicle reports the owners are challenging the effort to end the sponsorship deal.
The agreement signed in 2000 was for 20 years at a cost of $72 million, with $3.6 million due this year.
Rochester-based Kodak filed for bankruptcy protection Jan. 19 after years of turnaround efforts.
CIM claims Kodak already has reaped publicity from this year's Oscars on Feb. 26. They argue the sponsorship should remain in place at least until the end of 2012 to give them time to find a new sponsor.
So it still looks like the theater will have a new name eventually. Want to weigh in on our collection of possible new names?