“A Mountain of Entertainment” is coming to the Nevada desert next year. Paramount Global said today that it will showcase its TV series and films with a four-day brand-promotion event tied to Super Bowl LVIII in Las Vegas.
CBS will air the annual NFL championship game, which draws more than 100 million viewers every year, on February 11 from Allegiant Stadium in Vegas. Paramount+ will stream the contest. Last season’s Super Bowl was the most-watched ever, drawing 115.1 million sets of eyeballs to NBC.
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A “Paramount Mountain” will be constructed on top of the volcano at the Mirage on the Las Vegas Strip to showcase 10 of the company’s brands from February 8-11: CBS, CBS Sports, Paramount+, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Pluto TV and Paramount Home Entertainment. The blocklong structure will feature interactive fan experiences built around such Paramount franchises as Transformers, Yellowstone, Star Trek, Dora the Explorer, Ghosts, Sistas, UEFA Champions League and more.
“Paramount’s ‘Mountain of Entertainment’ in Las Vegas is an exciting, fan-focused physical manifestation of the expansive and popular content from across our portfolio of brands,” said Josh Line, EVP and Chief Brand Officer at Paramount Global. “Our partnership with the NFL allows us to drive growth and engagement with our brands and creates the opportunity to display the power of Paramount’s broad and beloved hits across every genre at the biggest event in television: Super Bowl LVIII.”
Among the Paramount Mountain attractions will be the Paramount+ Lodge, offering a chance to traverse the various realms that embody Paramount’s streaming service, and the Funicular Experience. The latter will have fans boarding a hyper-realistic gondola ride simulation, accentuated by frigid winds and harrowing heights, with Paramount characters and brands guiding them to and from the mountain’s peak.
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