Cash-strapped company can no longer afford to keep its name at Hollywood & Highland |
HOLLYWOOD (KTLA) -- Just in time for Hollywood's biggest night, the home of the Oscars has a new name.
The show will refer to the venue -- formerly known as the Kodak Theater -- as the Hollywood & Highland Center.
The name refers to the retail complex where the theater is located.
The complex's landlord asked Oscar producers to drop the Kodak Theater name from the show.
Kodak was granted the right to remove its name from the building, as part of the company's bankruptcy reorganization.
The company said it could not afford to pay $3.5 million for the naming rights.
The show will refer to the venue -- formerly known as the Kodak Theater -- as the Hollywood & Highland Center.
The name refers to the retail complex where the theater is located.
The complex's landlord asked Oscar producers to drop the Kodak Theater name from the show.
Kodak was granted the right to remove its name from the building, as part of the company's bankruptcy reorganization.
The company said it could not afford to pay $3.5 million for the naming rights.
