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The TBD Theatre: Kodak name to be removed

AP Photo/Damian Dovarganes

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"Kodak" Theater, goodbye. "Hello my name is _____," now reads the imaginary name tag affixed to the glamorous Los Angeles venue located at Hollywood and Highland.

Eastman Kodak received court approval on Wednesday to end its sponsorship of the 3,300-seat theater. Kodak signed a naming rights deal for $74 million in 2000, but the iconic photography company asked to cut short its contract after filing for Chapter 11 bankruptcy protection last month.

Less than two weeks before welcoming inside the Academy Awards on Feb. 26, the famed venue finds itself in the throes of an identity crisis. Like many of its famous visitors, it seems a makeover is inevitable.