Paramount and Pepsi's Immersive Marketing Stunt for Gladiator 2

An Unprecedented Theatrical Transformation

Paramount Pictures has launched a grand marketing campaign for Gladiator 2, involving an innovative collaboration with Pepsi and Regal Cinemas. On November 19, a New York City theater will be transformed into a life-size replica of the Roman Colosseum's hypogeum. This experience is designed to captivate moviegoers, setting a high bar for immersive marketing. Such a concept showcases both the anticipation surrounding the film and the lengths to which Paramount is willing to go to engage audiences​.

Marketing Innovations to Create Buzz

Pepsi's Colossal Role

Pepsi's involvement will see the company host branded events around the transformed theater, complete with thematic refreshments. The campaign aims to engage both Gladiator fans and the broader movie-going public. This collaboration follows Pepsi's history of immersive marketing events, but it is among the most ambitious to date​.

An Epic Return to Ancient Rome

Gladiator 2’s marketing taps into the excitement of revisiting the world created by Ridley Scott. The sequel, starring Paul Mescal and Denzel Washington, continues the legacy of the original Oscar-winning film. This marketing approach echoes the film's narrative themes of legacy, power, and grandeur, aiming to immerse audiences not only visually but experientially​.

The Influence of Experiential Marketing on Box Office Success

Engaging Fans Beyond the Screen

Experiential campaigns like this create deep emotional connections with potential audiences, which can translate into ticket sales. With the film set for release on November 22, these stunts could be pivotal in driving interest and boosting its opening weekend box office performance​.