times square times square known broadway simply times tower story foot metre skyscraper designed located 42nd street broadway new_york_city tower originally built serve headquarters local newspaper new_york_times gave area known times square times stayed building years moving new building west 43rd street despite times leaving building times square remained major focal point times square annual new year eve ball drop festivities ball remained atop tower year round introduction electronic news street level following sale times square advertising location advantage prime location square building interior remains vacant aside major tenant occupies lower levels exterior features large number traditional electronic billboards large revenue ads pull times square considered valuable advertising locations world building history building site originally completed serve new headquarters new_york_times officially moved building january paper owner successfully persuaded city surrounding area known square newspaper times square help promote new headquarters times held new year eve event december welcoming year fireworks display set roof building midnight event success attracting spectators continued annually replaced display thought spectacular event lowering lit ball building midnight patterned use time balls indicate certain time day ball drop held times square day attracting average million spectators yearly years moved times square times moved corporate headquarters west 43rd street served home times moved nearby eighth avenue leaving times square times maintained ownership tower november electronic news known colloquially known introduced near base building originally consisted light display controlled chain system inside building individual letter elements form type loaded frames spell news headlines frames moved letters triggered electrical contacts lit external upgraded use modern led technology headline displayed announced victory day presidential election display major news headlines era content later expanded include sports weather updates evening august famously announce japan surrender world war packed crowd times square times sold building advertising executive sign designer sold building greatly modified building facade million renovation replacing intricate granite elements marble facing building sold investor million swiss based investment group later sold tower investment group led promised renovations building including possibility north face signage displays following sale building times operated inconsistent basis news outlets shut entirely revived newsday operated december newspaper declined renew lease believing didn sign financially publishing company operated period beginning december role june sony operated exterior tower alongside use advertising news frequently producers late night talk late david_letterman display live feed studio screen cost saving measure sony declined renew lease space leading subsequent removal june frequent use late producer jokingly considered removal sad sad day new_york billboards owners times square filed bankruptcy protection march times square sold financial services firm million new owners felt cost effective house new tenants tower cost extensive renovation required order suitable tenants compared relatively small rental revenue limited floor space brought instead decided market tower location advertising capitalize prominent location square entire exterior times square modified add grid frame mounting billboard signs times square electronic billboards installed cup billboard steam effects added tower later accompanied animated sign october new foot video screen sponsored introduced tower feature video advertisements community service announcements december new display operated nbc known introduced replacement sony base tower sold times square million related sale revealed billboards tower generating net revenue million yearly representing profit growing tourism high traffic times square area yearly average million pedestrians alongside prominence media coverage new year festivities seen wide audience yearly annual revenue signs grew million year london valuable public advertising space world despite primarily advertising times square continued house tenants ground level floors late 1990s retail store filled floors early floors occupied pop store known november chain opened new flagship store space renting lease valued million yearly introduced new digital sign building grand opening designed constructed led square foot sign runs sides building contains million surpassing nearby sign largest led sign times square electrical room tower basement currently serves vault storage items relating new year eve celebrations times square including ball prior spare parts signage memorabilia operated cup billboard smoke effects effect famously times square billboards sign cup billboard replaced billboard featuring chevrolet branded clock resulting bankruptcy organization chevrolet clock removed eventually replaced current display august replaced operator sponsor screen times square year deal deal came alongside announcement official sponsor times square new year eve festivities news corporation 21st century fox replaced nbc operator sponsor screen sony returned times square replacing screen new high definition led display december took sponsorship screen times square year lease upgrades began upper portion times square including installation new high definition led displays known redesign roof accommodate larger new year eve ball year round fixture building beginning advertising displays times square currently include display display featuring photos posted users facebook twitter display screens tower contract display times
One Times Square