More than 90 businesses will participate in the month-long initiative, sponsored by Times Square New Year's Eve, Times Square Alliance and MasterCard Worldwide. New Yorkers and tourists are encouraged to shop in Times Square this holiday season and be part of the New Year's Eve celebration. MasterCard will be making a donation of $1 per transaction of Mastercard charges at participating businesses, up to $1.5 million total, to Stand Up To Cancer.
A number Broadway and Off-Broadway shows are among the initiative's participants, including Brief Encounter at Studio 54, The Importance of Being Earnest at American Airlines Theatre, and The Fantasticks and Perfect Crime at Snapple Theater.
Other participants include HA! Comedy Club & The Midtown Theater, The King Tut Exhibit at Discovery Times Square Exposition, Madame Tussauds, and numerous stores and restaurants.