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Times Square<\/a> hasn’t been cool since the Flavortown set up shop, but Curtis “50 Cent” Jackson<\/a><\/strong> is betting $100 million that he can change that. On March 24, Jackson and Planet Hollywood\u2019s Robert Earl<\/strong>announced<\/a> PH Live, an entertainment hub taking over the brand’s flagship NYC location.<\/p>\n 50 Cent plans to import the blueprint from his $15 million Las Vegas residency and drop it into the middle of Manhattan. The venue<\/a> is being gutted and refitted with an immersive LED system designed to flip the space from a daytime restaurant into a high-stakes event hub for pop-up concerts and movie premieres in seconds.<\/p>\n The investment targets the one thing Times Square the pair feels it lacks: exclusivity. The programming at PH Live is designed to be a celebrity magnet, shifting away from the tourist-heavy model Planet Hollywood is known for.<\/p>\n The PH Live Times Square Location will feature:<\/p>\n Surprise Performance Hub:<\/strong> The venue will serve as a home base for unannounced sets from 50 Cent and his A-list circle.<\/p>\n<\/div>\n<\/li>\n The G-Unit Pipeline:<\/strong> It will act as the primary site for 50’s film and television premieres, turning his Instagram feed into a physical clubhouse.<\/p>\n<\/div>\n<\/li>\n Private Membership:<\/strong> A tiered invitation-only program is in development, offering priority reservations and access to events that aren’t open to the general public.<\/p>\n<\/div>\n<\/li>\n<\/ul>\n “This is about creating the ultimate entertainment destination,” Jackson said. “Planet Hollywood has always been connected to pop culture, and PH Live takes that energy to the next level\u2014a place where music<\/a>, film, sports and nightlife collide.”<\/p>\n The rap mogul is also taking over the kitchen. The menu will feature his personal staples: signature sweet chili shrimp with mashed potatoes<\/a>, a steak-and-mac combo, and a burger with a signature house sauce. The space will be lined with his personal memorabilia and digital highlights from his film career. The result is a space that feels more like a private clubhouse than a tourist trap.<\/p>\n Earl isn’t looking at the New York installation as a one-off. The plan is to scale PH Live globally, with the next location already earmarked for Shreveport. It\u2019s a calculated move; Jackson is finalizing a $124 million deal to build a production studio and entertainment district in the Louisiana city.<\/p>\n By putting $100 million on the table, 50 Cent is gambling on the idea that New Yorkers will return to Times Square if the right gatekeeper is at the door in a place where the music, the movies<\/a>, and the industry meet.<\/p>\n This story was originally published by Parade<\/a> on Mar 24, 2026, where it first appeared in the News<\/a> section. Add Parade as a Preferred Source by clicking here.<\/a><\/i><\/p>\n<\/div>\n\n