Rochester, N.Y. - The Kodak Center is shining in a whole new light.
The "Light It Up" ceremony celebrated the unveiling of the new marquee and sign outside the theater on West Ridge Road.
The sign boasts a state-of-the-art digital display.
Thursday's celebration is part of the ongoing revitalization at the Eastman Business Park.
The theater also announced its partnership with SMG, the largest entertainment management company in the world.