Last Friday, November 15, it premiered “Gladiator II”, one of the most anticipated films of the year. Filmmaker Ridley Scott has revived the universe he created more than two decades ago to add a new chapter to the story, and to publicize it and encourage consumers to go to movie theaters, Paramount Pictures has designed a global strategy with a strong experiential component.
One of the most notable activations is the one proposed together Airbnb. The two companies have joined forces to open the doors of the Rome Colosseumwhere on May 7 and 8, 2025, users of the hosting platform will be invited to step into the shoes of ancient gladiators.
As they have recently announced, it is a free experience in which a maximum of 16 people can participate; and will consist of two three-hour sessions in which they will be able to tour the monument and fight as it was done in the old days in the circus.
Specifically, those who are lucky will be able to enjoy the Colosseum illuminated by candles, access the underground chambers, wear gladiator armor, attend combats and also star in them; and they will also be able to enjoy a gladiator’s feast.
Interested parties must request their Book between November 27 and December 10. Participants must take care of transportation to Rome (Italy) and back to their place of origin.
As explained by Airbnb, the initiative is part of a series of measures and commitments promoted by the platform with the intention of reactivate heritage tourism in Europe. The company assures that the financial aid raised within the framework of this program amounts to more than ten million dollars, part of which will be allocated to the rehabilitation and improvement of the Coliseum, and the restoration of the permanent exhibition inside.
According to Fast CompanyAirbnb’s stock is part of a sponsorship agreement to the Colosseum worth 1.5 million. The platform joins a list of similar alliances with other companies that are serving to finance projects in the Italian monument.
“Gladiator II” in Picadilly
Paramount Pictures has also promoted the film in the United Kingdom. The distributor carried out a special action in the center of London, taking the iconic Picadilly Circus screens. Despite being characterized by their dynamism, the company “frozen” the screens throughout last November 8, creating a stone mosaic that included, in addition to the film, the brands Samsung, Trainline, TK Maxx and Lego.
Advertisers joined the promotion by recreating some of their advertisements from the perspective of Roman culture. Thus, images were created that They emulated handmade stone bas-reliefs: Paramount Pictures immortalized actors Paul Mescal and Pedro Pascal fighting in the arena: Samsung promoted its television with the image of a rhinoceros emerging from the device; Trainline replaced a train with a horse and cart; TK Maxx presented two Roman models; and Lego showed a recreation of the Colosseum.
The action was the result of a collaboration by Wavemaker and Paramount Pictures with DOOH.com, Ocean Outdoor, Mindshare, Publicis One, OLA and Cheil.
Gladiators in Mérida
Merida has also witnessed the promotion of “Gladiator II”. At the end of October Paramount held a special action there, honoring the relationship between the character from the original film and Emerita Augusta. Thus, a recreation was held in the Temple of Diana and a parade through Sagasta and José Ramón Mélida streets.
It also had the participation of some influencers and content creators; and with the participation of the local Roman recreation associations Emerita Antiqua, Ara Concordiae, and Protectores Augusti Nostri.
