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Paramount Pictures’ Gladiator II premiere in Times Square shattered the traditional movie launch, blending film and technology in a way never seen before. For the colossal premiere, PEPSI® and Regal transformed the largest 4DX cinema in America into a Roman COLAsseum for an exclusive fan event featuring immersive technologies that may forever change film and entertainment promotion.
This wasn’t just a movie premiere—it gave the audience the chance to become their favorite characters. Attendees could transform into the characters of Gladiator II and interact with the world as if they were part of the story. The perfect blend of technology and storytelling immersed them in ancient Rome, turning the premiere into a truly personal adventure.
This bold reinvention of immersive storytelling has set a new standard for audience engagement, turning a movie premiere into a dynamic and interactive narrative.
A New Era of Interactive Advertising
The premiere was more than just a film screening—it was a landmark moment in immersive advertising. Geenee’s revolutionary AR Mirror platform and SuperDNA 3D Lab’s meticulously crafted 3D assets transformed traditional advertising into an interactive spectacle, allowing attendees to step into the shoes of their favorite characters and experience the world of Gladiator II firsthand. The seamless convergence of AR, AI, and 3D software also required the use of state-of-the-art media player hardware from BrightSign.
The resulting product breakthrough demonstrated how immersive advertising can merge storytelling and technology to engage audiences in unprecedented ways, turning passive viewers into active film-going participants.
The Dream Team Behind Immersion
At the heart of the premiere’s success was the collaboration between two trailblazers in technology:
Geenee: Renowned for its pioneering AR Mirror and WebAI technology, Geenee brought the Gladiator II experience to life by enabling real-time costume transformations. Attendees simply walked into the camera’s view and seamlessly stepped into the roles of gladiators, Roman senators, and other iconic characters, becoming an integral part of the story. This innovative blend of technology and storytelling allowed participants to not just watch history unfold but to live it.
SuperDNA 3D Lab: With unmatched expertise in digital asset creation, SuperDNA 3D Lab set the stage for an extraordinary recreation of ancient Rome. By crafting intricately detailed 3D models of Roman attire, the team ensured every texture and design element reflected the grandeur of history. This meticulous attention to detail transported attendees into an immersive world where authenticity met artistic brilliance.
A Collaborative Showcase of Innovation
The event’s success stemmed from a powerful Collaboration of industry leaders, each pushing boundaries to create an unforgettable experience.
PepsiCo reimagined the venue with the Roman-themed “COLAsseum,” fusing timeless history with cutting-edge interactive displays, setting a new standard for brand engagement.
BrightSign media players brought the vision to life, powering massive digital displays that elevated AR visuals to showcase the magnificence of ancient Rome.
Regal, the visionary host, proved that traditional entertainment spaces can transform into immersive technological hubs, pioneering the future of cinematic experiences.
The Data Driving Immersive Advertising
The Gladiator II premiere highlights the transformative role of augmented reality (AR) in advertising. With AR/VR market projections set to exceed $300 billion by 2025, according to PwC’s Global Entertainment & Media Outlook, immersive technologies are reshaping media and advertising landscapes. Creative giants like Snapchat, Meta, and Adobe are championing AR for its potential to enhance brand engagement, signaling AR’s growing influence on consumer behavior and brand storytelling.
“What we’ve achieved here is a step into the future of advertising,” said Jatinder Kukreja, CEO of SuperDNA. “Audiences no longer want to just watch—they want to be part of the story. AR brings that vision to life.”
Shaping the Future of Immersive Advertising
The Gladiator II premiere is more than a one-off marvel; it’s a blueprint for what’s possible when creativity and technology converge. It is a testament to the growing power of immersive experiences, driven by a rising demand for emotionally resonant and interactive campaigns that captivate audiences on a deeper level.
The premiere introduced groundbreaking innovations that redefined immersive storytelling and advertising, including:
- Real-time AR transformations allowed attendees to step into the action and interact with the world of ancient Rome.
- Hyper-realistic 3D modeling brought every detail of the cinematic universe to life with unparalleled authenticity.
- Interactive brand activations engaged audiences, turning them into active participants in the narrative.
- Seamless integration of technology and advertising created an experience where the lines between reality and fiction disappeared.
“The goal was to create a truly immersive experience where people could feel as though they were the main character in the scene,” said Geenee AR Engineer, Vladislav Bondarenko. “To achieve this, we meticulously matched each AR outfit one-to-one with its physical counterpart, ensuring they were indistinguishable in terms of 3D graphics. By isolating the person from the camera feed and seamlessly replacing the background with the film’s environment, we brought the magic to life—instantly transporting you into the world of Gladiator as its leading character.”
For attendees, the event wasn’t just about watching a story—it was about becoming part of it.
“Events like the Gladiator II premiere highlight the transformative potential of technology in creating unforgettable experiences,” said Misty Chalk, Vice President of Sales, Americas, at BrightSign. “At BrightSign, we’re proud to provide the powerful media player technology that makes such ambitious, immersive projects possible and empowers our partners to bring their creative visions to life. This collaboration demonstrates how innovative technology can elevate storytelling and redefine audience engagement.”
A Glimpse into Tomorrow’s Advertising Landscape
“Ridley Scott and Paramount Pictures produced another amazing cinematic masterpiece of epic proportions,” says CEO of Geenee, Cory Grenier. “It has been extraordinary to see pioneering marketing and commercial executives including Scott Finlow of PepsiCo and John Curry of Regal honoring the fans by boldly embracing immersive spatial media to deliver what all moviegoers crave – a memorable personal experience. The collaboration with creative technologists like Jon Douglas of Regal, Chris Dotson of BrightSign, and the skilled 3D artists of SuperDNA provided the foundation for WebAI 3D technologies to demonstrate real-world cultural and business utility – the outstanding film sales numbers are the result.”
The Gladiator II premiere is a harbinger of what’s to come in advertising: a world where immersive experiences are the standard. With the power of Web AI, AR, and rich media ads, the future of marketing isn’t just about reaching audiences, it’s about transforming them into active participants in the story.
Brands now have the power to create interactive, personalized experiences that resonate deeper than ever before. The lines between fiction and reality are blurring, and the way brands connect with audiences will never be the same.
Jatinder Kukreja is founder & CEO of SuperDNA 3D Lab.
Cory Grenier is Co-Founder & CEO of GEENEE.
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