Published in Tech
Image credit by Paramount pictures
Pierre
CEO
February 26, 2025
A First Revolutionary for Gladiator II using a magic mirror
The premiere of Gladiator II in Times Square has revolutionised film launches by combining immersive technology and storytelling, allowing viewers to become characters through augmented reality and 3D modelling. This innovative event illustrates the future of advertising, where the audience becomes an active participant, blurring the line between fiction and reality.
The premiere of Gladiator II at Times Square disrupted traditional film launch codes by merging cinema and technology in an unprecedented way. For the event, PEPSI® and Regal transformed the largest 4DX theatre in the United States into a Roman 'COLAsseum', offering fans an immersive experience that redefines film promotion.
An Interactive and Immersive Experience
This premiere was not just a simple screening: the audience could embody the film's characters and explore its universe as if they were part of it. Thanks to immersive technologies, including a magic mirror, they were transported to ancient Rome for a personalised adventure, combining innovation and storytelling.
The Future of Advertising
This event marked a turning point in immersive advertising. They utilised advanced technologies, such as augmented reality (AR) and artificial intelligence (AI), to transform film promotion into an interactive experience. Through a magic mirror and ultra-realistic models, the audience could see themselves as gladiators or Roman senators in real-time.
The Future of Immersive Advertising
This premiere illustrates the growing role of augmented reality in advertising and entertainment. According to PwC, the AR/VR market will exceed 300 billion dollars by 2025. Giants like Snapchat, Meta and Adobe are already investing in these technologies to enhance consumer engagement.
“The audience no longer just wants to watch a film, they want to be part of it,” explains Jatinder Kukreja, CEO of SuperDNA.
A New Standard for Marketing and Cinema
The event introduced several key innovations:
Real-time AR transformations: spectators could instantly appear in Roman costumes.
Ultra-realistic 3D modeling: every element of the film was reproduced with impressive fidelity.
Immersive interactions: fans became active participants in the story.
Fusion of technology and storytelling: an increasingly thin line between fiction and reality.
“Our goal was to make people feel like the main character of the film,” specifies Vladislav Bondarenko, AR engineer at Geenee.
A New Chapter for Advertising
According to Misty Chalk, vice-president of BrightSign, events like this premiere show how technology transforms the audience experience.
The experience of Gladiator II heralds a new era where advertising no longer just reaches an audience but immerses them in an interactive universe. Through AR, AI, and enriched media, brands can create engaging experiences that will leave a lasting impression.
The premiere of Gladiator II at Times Square disrupted traditional film launch codes by merging cinema and technology in an unprecedented way. For the event, PEPSI® and Regal transformed the largest 4DX theatre in the United States into a Roman 'COLAsseum', offering fans an immersive experience that redefines film promotion.
An Interactive and Immersive Experience
This premiere was not just a simple screening: the audience could embody the film's characters and explore its universe as if they were part of it. Thanks to immersive technologies, including a magic mirror, they were transported to ancient Rome for a personalised adventure, combining innovation and storytelling.
The Future of Advertising
This event marked a turning point in immersive advertising. They utilised advanced technologies, such as augmented reality (AR) and artificial intelligence (AI), to transform film promotion into an interactive experience. Through a magic mirror and ultra-realistic models, the audience could see themselves as gladiators or Roman senators in real-time.
The Future of Immersive Advertising
This premiere illustrates the growing role of augmented reality in advertising and entertainment. According to PwC, the AR/VR market will exceed 300 billion dollars by 2025. Giants like Snapchat, Meta and Adobe are already investing in these technologies to enhance consumer engagement.
“The audience no longer just wants to watch a film, they want to be part of it,” explains Jatinder Kukreja, CEO of SuperDNA.
A New Standard for Marketing and Cinema
The event introduced several key innovations:
Real-time AR transformations: spectators could instantly appear in Roman costumes.
Ultra-realistic 3D modeling: every element of the film was reproduced with impressive fidelity.
Immersive interactions: fans became active participants in the story.
Fusion of technology and storytelling: an increasingly thin line between fiction and reality.
“Our goal was to make people feel like the main character of the film,” specifies Vladislav Bondarenko, AR engineer at Geenee.
A New Chapter for Advertising
According to Misty Chalk, vice-president of BrightSign, events like this premiere show how technology transforms the audience experience.
The experience of Gladiator II heralds a new era where advertising no longer just reaches an audience but immerses them in an interactive universe. Through AR, AI, and enriched media, brands can create engaging experiences that will leave a lasting impression.
The premiere of Gladiator II at Times Square disrupted traditional film launch codes by merging cinema and technology in an unprecedented way. For the event, PEPSI® and Regal transformed the largest 4DX theatre in the United States into a Roman 'COLAsseum', offering fans an immersive experience that redefines film promotion.
An Interactive and Immersive Experience
This premiere was not just a simple screening: the audience could embody the film's characters and explore its universe as if they were part of it. Thanks to immersive technologies, including a magic mirror, they were transported to ancient Rome for a personalised adventure, combining innovation and storytelling.
The Future of Advertising
This event marked a turning point in immersive advertising. They utilised advanced technologies, such as augmented reality (AR) and artificial intelligence (AI), to transform film promotion into an interactive experience. Through a magic mirror and ultra-realistic models, the audience could see themselves as gladiators or Roman senators in real-time.
The Future of Immersive Advertising
This premiere illustrates the growing role of augmented reality in advertising and entertainment. According to PwC, the AR/VR market will exceed 300 billion dollars by 2025. Giants like Snapchat, Meta and Adobe are already investing in these technologies to enhance consumer engagement.
“The audience no longer just wants to watch a film, they want to be part of it,” explains Jatinder Kukreja, CEO of SuperDNA.
A New Standard for Marketing and Cinema
The event introduced several key innovations:
Real-time AR transformations: spectators could instantly appear in Roman costumes.
Ultra-realistic 3D modeling: every element of the film was reproduced with impressive fidelity.
Immersive interactions: fans became active participants in the story.
Fusion of technology and storytelling: an increasingly thin line between fiction and reality.
“Our goal was to make people feel like the main character of the film,” specifies Vladislav Bondarenko, AR engineer at Geenee.
A New Chapter for Advertising
According to Misty Chalk, vice-president of BrightSign, events like this premiere show how technology transforms the audience experience.
The experience of Gladiator II heralds a new era where advertising no longer just reaches an audience but immerses them in an interactive universe. Through AR, AI, and enriched media, brands can create engaging experiences that will leave a lasting impression.
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