Barry Loeks, then the co-chairman of Sony/Loews Theatres approached Focus Lighting to design a sign on the landmark marquee of its newest, high profile multiplex on 42nd Street in Times Square, New York that would stand out amongst the sea of neon and flashing lights. After extensive tests and comparisons using a variety of halogen sources and LED luminaires, Focus Lighting created a sign using a stunning array of high intensity LED fixtures, and Loews Theatre elevated its visibility by becoming the only cineplex whose sign can be seen from both the West Side Highway and Grand Central Station on a sunny day.