One Times Square, aka the Times Tower, is one of the most photographed buildings in the world. Millions of tourists from across the country and around the world constantly take photos of Times Square, formerly called Longacre Square, and the flashing digital advertisements that run nonstop year round. Even more view it during the annual ball drop and lighting of the four numbers at the start of every year since 1904. The culturally iconic and economically famous 25-story skyscraper stands 363 feet tall and is in the midst of getting a 21st century makeover. Six giant screens that once lit the slender northern wall have been taken down and will be consolidated into one 350-foot-tall LED panel. Jamestown is the owner of the property. One Times Square can be touted as the most expensive and lucrative place on the planet to advertise.