What's happened
The dual releases of 'Gladiator II' and 'Wicked' are projected to earn $165 million this weekend. Airbnb is hosting a unique gladiator experience at the Colosseum in May 2025, sparking controversy over tourism's impact on Rome's cultural heritage.
Why it matters
What the papers say
According to Axios, 65% of moviegoers are eager to see both films, indicating a strong cultural moment. However, Business Insider UK reports that local politicians are concerned about Airbnb's gladiator event, with Massimiliano Smeriglio stating it reflects 'hyper tourism' that risks Rome's identity. Bloomberg highlights the innovative marketing strategies, such as the AR popcorn bucket, that enhance the cinematic experience but may also contribute to the commercialization of culture.
How we got here
The anticipation for 'Gladiator II' has been building since its announcement, coinciding with a $1.5 million partnership between Airbnb and the Colosseum Archaeological Park to create an immersive gladiator experience, set for May 2025.
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Airbnb, Inc. is an American vacation rental online marketplace company based in San Francisco, California, United States. Airbnb offers arrangement for lodging, primarily homestays, or tourism experiences.