Microsoft will basically dominate and take over the Times Square area from Thursday to Saturday in order to promote the Surface and Windows 8.
Microsoft had this to say:
Windows 8 will be featured on over 39 digital boards in the largest takeover of Times Square to date—the biggest Start Screen ever! And we will be hosting a hands-on experience on the ground in Times Square and at our Microsoft Stores in North America for consumers to touch and try the new Windows —and maybe even see yourself up on the boards in Times Square.
This should be fun to watch.