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Curtis “50 Cent” Jackson has teamed up with Planet Hollywood founder Robert Earl on a $100 million plan to turn the brand’s flagship Times Square location into a sprawling, all-in-one entertainment hub called PH Live.
The concept isn’t subtle. PH Live is being positioned as a hybrid venue where live music, film premieres, nightlife and celebrity appearances all happen under one roof, sometimes all in the same night. If it works as intended, it could become one of the most high-profile hangouts in Midtown, bringing in everyone from artists and athletes to curious tourists hoping to spot them.
“This is about creating the ultimate entertainment destination,” Jackson said in the announcement. “Planet Hollywood has always been connected to pop culture and PH Live takes that energy to the next level—a place where music, film, sports and nightlife collide.”
At the center of it all is a heavy dose of tech. The space will be kitted out with state-of-the-art LED systems and immersive media capabilities designed to completely transform the venue depending on the event, whether that’s a concert, a movie premiere, a live sports watch party or an album launch. There’s also talk of highly produced, over-the-top birthday experiences that will feel more like a Vegas show than a dinner reservation.
Jackson’s personal brand will even make its mark on the venue's food. The menu will feature some of his go-to dishes—sweet chili shrimp, steak with mac and cheese and a burger built around a “secret” sauce—along with displays of memorabilia from his music, film and TV career.
The partnership builds on Jackson’s existing relationship with Planet Hollywood, including a residency in Las Vegas and the launch of his Candy Shop bar there. But this is an even bigger move into hospitality and one that’s rooted squarely in New York.
And it may not stop at Times Square. Plans are already in motion to expand PH Live into other markets, including Shreveport, Louisiana, where Jackson is developing a film and television production hub. There’s also early discussion of a private membership program offering VIP access, priority reservations and invite-only events.