Cirque du Soliel is continuing its march on Times Square. Just a month after opening its Broadway musical Paramour, the Canada-based company has announced that it has acquired the plot of land at the northeast corner of Times Square, and is building a four-story, 40,000-square foot permanent exhibition hall for football, including a wraparound screen that will show football games, according to Variety.

Construction begins this fall. A November 2017 opening is planned.

The building on the northeast corner of Seventh Avenue and 47th Street, which long housed a Tad's Broiled Steaks on the ground floor until it closed in 2014, will include a 350-seat cinema that will continuously screen “a 15 to 20 minute, immersive multimedia show” with no live component. The location is just across 47th Street from Broadway's Palace Theatre and diagonally across from the TKTS discount ticket booth.

Created in partnership with the National Football League, the exhibition hall will charge $30 admission, which will admit visitors to “ high-tech exhibit and interactive spaces, as well as a retail area, a stadium-themed food and beverage cafe and a stepped seating area looking out onto Times Square.”