Paramount Pictures is set to debut a massive marketing stunt for its highly anticipated sequel “Gladiator II” on Monday evening, aiming to reach a global audience of over 300 million potential customers. The stunt will see the trailer aired simultaneously on more than 4,000 television networks, digital platforms, and radio stations across the globe.
The promotional tactic, known as a roadblock, is designed to create a big moment that matches the scope and grandeur of Ridley Scott’s epic film. The airtime was reportedly relatively inexpensive to purchase, with a total cost of around $2 million for a single spot during “Monday Night Football”.
To further generate buzz, Paramount has staged red carpets in several countries, including Australia, Japan, Ireland, France, Denmark, and Britain. On Monday, a premiere in Los Angeles will feature the construction of a faux coliseum on Hollywood Boulevard.
Despite its massive marketing budget, which stands at $100 million, “Gladiator II” faces intense competition from other big releases, including Universal’s highly marketed “Wicked”. The movie studio is under pressure to deliver a blockbuster performance, as the global box office continues to decline.
Source: https://www.nytimes.com/2024/11/17/business/media/gladiator-2-marketing-stunt-paramount.html