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A Kodak moment at the new Dolby Theatre

Dolby Theatre

AP Photo/Dolby Laboratories

The new Dolby Theatre as two overhead speaker trusses are lifted into place in Los Angeles. The posh 3,400-seat Hollywood & Highland Center home of the Academy Awards is officially christened with a new name and a state-of-the-art audiovisual system that can project 3-D imagery and blast sound from multiple perspectives.

The 3,400-seat, four-level Hollywood home of the Oscars reopened Monday as the Dolby Theatre, outfitted with Dolby 3D and Dolby Atmos projection and audio systems, as well as new signage. 

The venue formerly known as Kodak was renamed by Dolby Laboratories Inc. as part of the 20-year deal with Hollywood & Highland Center owner CIM Group after Kodak was let out of its deal by a bankruptcy court judge.

Here's how it looked to the people passing by:

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'Live from the Kodak Theatre' is dead; Oscars to reference 'Hollywood and Highland Center'

kodak theater hollywood and highland

Photo by mninha via Flickr Creative Commons

EXT. KODAK THEATRE - DAY

The phrase "live from the Kodak Theatre" is dead. Sunday's Oscars will not go location nameless, however. Instead, the 84th Annual Academy Awards telecast will be announced as "live from the Hollywood and Highland Center in Hollywood, California," per the request of the property's landlord the CIM Group, ABC 7 reports.

The forthcoming vague voiceover follows a court approval earlier this month to end Kodak's sponsorship of the 3,300-seat theater. The iconic company signed a naming rights deal for $74 million in 2000, but asked to cut short its contract after filing for Chapter 11 bankruptcy protection.

As for finding a new identity for the glamorous venue, "CIM has engaged Premier Partnerships to search for a new naming rights sponsor. However the process is complicated since a major brand would not want to pay $50 million or more for their name to be on the venue unless they are assured the Academy will keep the Oscars there for the term of the deal. That is yet to be seen," explains the Hollywood Reporter.

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The Simpsons 500-episode marathon begins in Hollywood

20th Century Fox Marketing

Shhhh.... tv.

Like something out of that twilighty show about that zone, one hundred people will begin competing Wed. Feb 8 for the honor of top couch potato as The Simpsons 500 Ultimate Fan Marathon Challenge powers on in Hollywood.

In celebration of show's 500th episode later this month, and in an effort to set a new Guinness World Record for longest continuous television watching, Twentieth Century Fox is moving the marketing team from Century City to the center of Hollywood & Highland to run a 500-episode marathon for super fans.

90 people were selected from online applications to compete, with additional spots coming from random drawings and trivia winners. Rules and regulations are detailed on the main contest page including information about how to become a standby viewer. 

It will take around 200 hours to watch the episodes -- that's just 64 hours short of the scientifically monitored record set for a human to go without sleep in 1965, notes the L.A. Times.

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