In a fit of branding not unlike Maxim's various brick and mortar projects, Time Out New York is set to launch an Off Broadway lounge, the aptly-named Time Out New York Lounge, located in the New World Stages. The TONY Lounge "will be open daily to the public and offer happy-hour specials," including its own awkwardly-named signature cocktail: the MarTONY.

The weekly nightlife guide is making a push to gets in brand in front of go-go-goers of late — TONY recently launched a broadband video channel.

EARLIER: Time Out New York Launches Broadband Video Channel