• by Wayne Friedman , November 18, 2024

For its big holiday “Gladiator II” theatrical release, Paramount Pictures will air the movie’s final 60-second trailer in a simultaneous airing across the globe, reaching what the company says will be 300 million viewers/media consumers.

The company says the ad activation will be the “largest global mass media "roadblock" of all time.”

The ad stunt will air on over 4,000 networks across broadcast, cable, digital, and audio platforms, starting at 9 PM EST / 6 PM PST on November 18 -- including local TV stations, Spanish-language stations and radio stations.

The ad will run across 53 channels in France, Germany, Italy, Middle East, the Netherlands, Spain, Sweden, Switzerland and the United Kingdom; on 11 channels in Brazil and Mexico; and on 18 channels in Australia, Japan, Korea and China.

In the U.S. the theatrical ad will appear on broadcast networks during ABC’s “Monday Night Football”; CBS’ “NCIS”; NBC’s “The Voice” and Fox’ on NBC, and Fox’s “Rescue Hi-Surf.”

The trailer will also run on cable networks owned by Paramount Global, Walt Disney, Fox Corp., NBCUniversal, Univision, and Warner Bros. Discovery.

Digital platforms will include Google, Roku, Facebook, TikTok, Snap, among many others. Radio networks that will hear the ad for the movie include iHeart Radio, Cumulus Media, and Townsquare Media.

To date, “Gladiator II” -- which will be released November 22 -- has spent a modest $13.1 million in U.S. national TV advertising, from 2,060 airings pulling in 1.3 billion impressions, according to EDO Ad EnGage.

The movie is up against Universal Pictures’ “Wicked: Part One” -- also a November 22 launch -- which has spent as well as benefited from placed on-air promos on NBCUniversal and other networks, at a total media value of $43 million.

The movie is a sequel of the original “Gladiator,” which debuted in 2000 featuring Russell Crowe. It earned $187.7 million in U.S./Canada box-office revenues, and $465.5 million globally according to Box Office Mojo.