PEPSI® and Regal Are Transforming a New York City Theatre Into the Roman COLAsseum For Exclusive Fan Event Celebrating Paramount Pictures' Highly Anticipated Gladiator II Film

Rhea-AI Summary

Pepsi and Regal are partnering to create 'The Pepsi COLAsseum' at Regal Times Square in New York City, offering fans an immersive experience ahead of Paramount Pictures' Gladiator II release on November 22. The free event on November 19 will transform the theatre into a Roman Colosseum 'hypogeum,' featuring costume displays, AR experiences, themed snacks, and entertainment. Lucky attendees will be the first to watch Gladiator II in 4DX at the world's largest 4DX auditorium. The film stars Paul Mescal, Pedro Pascal, Joseph Quinn, Connie Nielsen, and Denzel Washington.

Positive

• Strategic partnership between major brands (Pepsi, Regal, Paramount) for movie promotion
• Leveraging Regal's largest 4DX auditorium with 296 seats for premium viewing experience
• Innovative marketing approach combining experiential events with movie premiere

Negative

• None.

Insights

Market Research Analyst

This promotional event, while creative, has minimal direct financial impact on Paramount (PARA). The collaboration between Pepsi, Regal and Paramount represents standard movie marketing practices, with costs likely shared among partners. While Gladiator II is a significant theatrical release for Paramount, this single-location event in NYC is primarily a marketing initiative rather than a material financial catalyst.

The original Gladiator (2000) generated $460 million in worldwide box office revenue. While this sequel has potential for strong performance given the star-studded cast and Ridley Scott's direction, this promotional event alone isn't substantial enough to move the needle on Paramount's $7.27 billion market cap. The true impact will depend on the film's box office performance following its November 22 release.

Fans can sign up to RSVP for the free, immersive activation to get hyped for the upcoming Paramount Pictures film Gladiator II, only in theatres everywhere on November 22. They'll be transported to "The Pepsi COLAsseum" at Regal Times Square and be the first to experience the movie in 4DX.

PURCHASE, N.Y., Nov. 12, 2024 /PRNewswire/ -- On Tuesday, November 19, PEPSI® and Regal are bringing Gladiator II fans into the Roman Colosseum "hypogeum" ahead of the release of Paramount Pictures' Gladiator II, only in theatres Friday, November 22.

Movie-going fans will have a once-in-a-lifetime chance to experience the Roman Empire in the form of "The Pepsi COLAsseum" at Regal Times Square in New York City. Pepsi and Regal have come together to recreate the hype and energy of the "hypogeum," offering a select number of lucky fans the chance to walk through these historic tunnels just as the gladiators were fabled to have done before entering the arena. These lucky fans will discover experiences worthy of a gladiator and be the first to see Gladiator II in 4DX—a fully immersive cinematic experience that makes you feel like you're in the movie with motion-enabled seats and environmental effects including wind, fog, rain, lightning, snow, bubbles, vibration and scents.

Gladiators and spectators can gear up for battle at The Pepsi COLAsseum by:

• Customizing a leather koozie or coin purse with their mark or Roman moniker—given to them by a philosopher at the gate.
• Trading Roman coins for free food (Gladiator II-themed snacks and enough popcorn & candy for a champion) and free beverages (PEPSI®, PEPSI® Zero Sugar, MOUNTAIN DEW®, Aquafina®, LIFEWTR®, other Pepsi-Cola® beverages, as well as beer and wine) to drink from a Roman chalice fit for an emperor or empress.
• Watching modern performers take on ancient personas as breakdancers and slam poets on mainstage battles.
• Exploring authentic costumes worn by actors in the movie including a Praetorian Helmet and Facemask, Praetorian Cuirass, Roman Cavalry Helmet and other genuine cinematic artifacts.
• Virtually trying on Gladiator II costumes with augmented reality projected onto a 2-story-tall digital screen.
• Dropping their Roman Empire and movie history knowledge during philosopher-led trivia.
• Stepping into a movie-inspired arena and capturing their gladiator personas with a rotating camera.
• Discovering props and costumes from the gladiator-inspired Make Your Gameday Epic™ commercial from Pepsi including an ice chest, regalia and scepter.
• Watching Gladiator II at Regal Times Square, home to the largest 4DX auditorium in the world with a record-breaking 296 seats, more than double the average amount of seats for theatres offering this premium format.

"Fans have waited 24 years for a sequel to Gladiator, so we knew we had to create something awesome to complement this epic moment. We're thrilled to bring Gladiator II to life through a Roman-inspired experience that brings together the best of Regal and Pepsi," said Scott Finlow, Chief Marketing Officer, PepsiCo Global Away From Home.

"Enjoying a nice cold Pepsi is a quintessential part of the moviegoing experience at Regal. Through this partnership with Pepsi, we are excited to bring ancient Rome to the future at our Regal Times Square theatre," stated John Curry, Senior Vice President of Commercial at Regal. "The Pepsi COLAsseum highlights the much-anticipated release of Gladiator II with a one-of-a-kind immersive experience where lucky fans will truly feel what it was like to be a gladiator."

From legendary director Ridley Scott, Gladiator II continues the epic saga of power, intrigue and vengeance set in ancient Rome. Years after witnessing the death of the revered hero Maximus at the hands of his uncle, Lucius (Paul Mescal) is forced to enter the Colosseum after his home is conquered by the tyrannical Emperors who now lead Rome with an iron fist. With rage in his heart and the future of the Empire at stake, Lucius must look to his past to find strength and honor to return the glory of Rome to its people.

Gladiator II boasts a stellar cast led by Paul Mescal, Pedro Pascal, Joseph Quinn, with Connie Nielsen reprising her role from the original film and Academy Award®-winner Denzel Washington.

The film is based on characters created by David Franzoni, with a story by Peter Craig and David Scarpa, and a screenplay by David Scarpa.

Fans based in New York City must reserve their free entry ticket to The Pepsi COLAsseum and Gladiator II exclusive screening at www.pepsicolasseum.com on a first-come, first-served basis (until all tickets are sold out). When booking, fans can make a reservation for themselves and one (1) guest each. Full name, valid email address and guest name is required. Attendees must have a valid reservation to enter.

Select super fans can also receive two (2) movie tickets, Pepsi, drinking chalice and Roman necklace to gear up for Gladiator II at their nearest Regal. Visit www.regmovies.com for local showtimes.

About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $91 billion in net revenue in 2023, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales. 

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow @PepsiCo on X (Twitter), Instagram, Facebook, and LinkedIn. 

About Regal
Regal operates one of the largest and most geographically diverse theatre circuits in the United States, consisting of 5,729 screens in 421 theatres in 41 states along with the District of Columbia and Guam as of October 31, 2024. Regal is focused on delivering the best moviegoing experience by providing our guests with the largest selection of premium large formats (including 4DX, IMAX, RPX, and ScreenX), the only unlimited subscription program, and enhanced food and beverage offerings to make every visit to the theatre a truly memorable experience. Additional information is available online at REGmovies.com.

About Paramount Pictures
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Paramount Global (NASDAQ: PARA, PARAA), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Paramount Pictures has some of the most powerful brands in filmed entertainment, including Paramount Pictures, Paramount Animation, and Paramount Players. PPC operations also include Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., and Paramount Studio Group.

For more information about Paramount, please visit www.paramount.com and follow @ParamountCo on social platforms.

Media Contact: 
Cassi DePasquale
cdepasquale@golin.com

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SOURCE PepsiCo

FAQ

When is Gladiator II (PARA) releasing in theaters?

Gladiator II will release in theaters on November 22, 2024.

What is the Pepsi COLAsseum event for Gladiator II (PARA)?

The Pepsi COLAsseum is a free immersive fan event at Regal Times Square on November 19, featuring Roman-themed experiences and the first 4DX screening of Gladiator II.

Who are the main cast members in Paramount's (PARA) Gladiator II?

Gladiator II stars Paul Mescal, Pedro Pascal, Joseph Quinn, Connie Nielsen, and Denzel Washington.

How can fans attend the Gladiator II (PARA) Pepsi COLAsseum event?

Fans can reserve free tickets at www.pepsicolasseum.com on a first-come, first-served basis, with each person allowed to bring one guest.