In a bold expansion that has the entertainment industry buzzing, Curtis “50 Cent” Jackson is making a massive $100 million power move far beyond the recording studio or television screen. The Queens-born rapper, entrepreneur, and mogul has partnered with Planet Hollywood founder and chairman Robert Earl to launch **PH Live**, a cutting-edge entertainment hub set to transform the brand’s flagship location in the heart of Times Square, New York City.

This isn’t just another restaurant renovation or celebrity-branded venue. PH Live is being positioned as a versatile, high-energy destination that blends live performances, movie premieres, private celebrity events, cultural happenings, and immersive nightlife experiences under one roof. Sources close to the deal describe it as a “celebrity magnet” designed to attract A-listers, surprise performances, and fans seeking an all-in-one sensory overload in the city that never sleeps.

The partnership builds on 50 Cent’s already visible involvement with Planet Hollywood. Just over a year ago, in March 2025, Fif hosted the star-studded grand reopening of the Times Square Planet Hollywood location at 140 West 42nd Street (also listed as 136 W. 42nd in some reports). That event drew heavy hitters including Alec and Hilaria Baldwin, Pete Davidson, Whoopi Goldberg, Arnold Schwarzenegger, and even a DJ set by Boy George. 50 Cent sponsored the night through his Branson Cognac brand, signaling his deepening ties to the iconic Hollywood-meets-pop-culture concept that Robert Earl first launched in the early 1990s alongside producer Keith Barish.

Now, that collaboration is leveling up dramatically. According to reports circulating widely on March 23-24, 2026, the $100 million investment will overhaul the existing space into PH Live — a flexible, tech-forward venue capable of shifting seamlessly between different experiences. Advanced LED screens will cover nearly every surface, including ceilings on select floors, creating an immersive environment that adapts to concerts, film screenings, high-end parties, or major cultural events. The goal: turn Times Square into 50 Cent’s personal playground where fans can party, catch impromptu performances, and rub elbows with stars in one unforgettable night.

Robert Earl, the visionary behind Planet Hollywood and Earl Enterprises, has long emphasized blending dining, entertainment, and celebrity culture. In statements tied to the earlier reopening, he described the venue as “not just a restaurant but an all-encompassing sensory experience” that fuses innovative technology with Hollywood flair and New York’s theatrical grandeur. PH Live takes that vision further, evolving the space into a true entertainment powerhouse rather than a themed eatery. Menu items inspired by 50 Cent’s personal tastes are expected, alongside displays of memorabilia from his film and television career — think props and artifacts from hits like *Power*, *Get Rich or Die Tryin’*, or his expanding G-Unit Film & Television catalog.

For 50 Cent, this move represents another chapter in his relentless empire-building. Once known primarily for his chart-topping music (“In da Club,” “Candy Shop,” and the G-Unit era), Jackson has quietly — and sometimes loudly — become one of hip-hop’s savviest businessmen. His ventures include:

– A multi-million-dollar stake in Vitamin Water that netted him tens of millions when sold to Coca-Cola
– The record-breaking success of the *Power* franchise on Starz
– G-Unit Film & Television productions for Netflix, Hulu, ABC, and BET+
– Branson Cognac
– A recent $124 million investment in film and entertainment venues in Shreveport, Louisiana, aimed at creating a production hub inspired by Tyler Perry’s model

The PH Live project shifts his focus firmly into live experiential entertainment and nightlife, a sector where he already has a track record. He previously held a high-profile residency at Planet Hollywood in Las Vegas, performing six shows that blended music, storytelling, and audience interaction. That experience apparently convinced both parties that a deeper partnership in New York made strategic sense.

Industry observers note that Times Square has long been a battleground for tourist-driven entertainment concepts — Hard Rock Cafe, themed restaurants, and massive LED billboards. PH Live aims to stand out by offering adaptability and exclusivity. Pop-up concerts could feature emerging hip-hop acts or surprise appearances from 50’s extensive network. Movie premieres tied to G-Unit projects would bring red-carpet energy directly into the venue. High-end private parties and corporate events would provide steady revenue, while the open-to-the-public nights keep the energy democratic and accessible to fans.

What’s grabbing the most attention, however, isn’t just the dollar figure or the celebrity partnerships — it’s the potential game-changing impact this could have on New York City’s entertainment landscape. In an era where streaming has fragmented audiences and traditional nightclubs struggle with post-pandemic economics, a hybrid venue like PH Live could bridge gaps. It combines the spectacle of Broadway, the vibe of a concert arena, the intimacy of a club, and the cultural cachet of Hollywood memorabilia — all anchored in the most photographed intersection in the world.

50 Cent himself addressed the vision in a statement: “Planet Hollywood has always been connected to pop culture, and PH Live takes that energy to the next level.” Robert Earl echoed the sentiment, highlighting how the venue will deliver “exceptional entertainment and dining” while evolving with the times.

Behind the scenes, the deal reflects smart synergy. Robert Earl brings decades of experience scaling themed entertainment brands globally. 50 Cent injects street credibility, hip-hop cultural capital, and a proven ability to generate buzz through social media and surprise drops. His massive Instagram and Twitter following (still one of the most engaged in entertainment) will likely be weaponized to promote PH Live, turning opening nights into viral moments.

Challenges remain, of course. Times Square real estate is notoriously expensive and competitive. Operational costs for a multi-floor, tech-heavy venue with variable programming will be high. Regulatory hurdles around alcohol, capacity, and live performances in midtown Manhattan are never simple. Yet sources suggest the $100 million commitment covers not only construction and technology upgrades but also marketing, talent booking infrastructure, and long-term operational runway.

This isn’t 50 Cent’s first foray into New York real estate or hospitality. He has explored various business opportunities in his hometown, including rumored interest in larger developments. The PH Live partnership also complements his ongoing casino ambitions — he has been linked to efforts for a Resorts World New York casino project in Queens, though that remains a separate, larger-scale endeavor still navigating approvals.

For fans and the broader culture, PH Live represents something exciting: a rare convergence where hip-hop’s entrepreneurial spirit meets classic Hollywood showmanship in the capital of the world. It could become the go-to spot for album listening parties, film after-parties, influencer events, and spontaneous late-night performances that feel authentic rather than manufactured.

As construction and planning ramp up, anticipation is building. Will we see 50 Cent performing surprise sets? Will G-Unit artists get residency-style runs? Could major movie studios use the space for immersive premieres? The flexibility built into PH Live leaves room for all of it.

In typical 50 Cent fashion, the mogul continues to prove that his hustle extends far beyond lyrics. From surviving the streets of South Jamaica, Queens, to dominating music charts, television ratings, and now live experiential entertainment, his marathon continues. The $100 million PH Live investment isn’t just about building a venue — it’s about cementing a new blueprint for how celebrity-driven entertainment can thrive in the digital age while remaining rooted in real-world, in-person energy.

New Yorkers and visitors alike should prepare for a transformed corner of Times Square. PH Live promises to be loud, flashy, immersive, and unapologetically ambitious — exactly what you’d expect from 50 Cent when he decides to take over the room.

The game is changing, and this time the beat drops in real life, right in the middle of Manhattan. Stay tuned; the opening nights are going to be unforgettable.