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#1 Campaign
Travel · July 2026
Cinéma Paradiso at the Eiffel Tower
Monday 6th July, 2026
mk2’s Cinéma Paradiso is staging a free four-day pop-up cinema inside the Gustave Eiffel lounge on the Eiffel Tower’s first floor (24–27 Sept 2026), offering films against panoramic Paris views with free tickets distributed via a public lottery — an attention-grabbing, non-commercial activation aimed at putting a cultural landmark back into local hands.
Why it worked: It fused a world‑famous landmark with a time‑limited free experience and a ticket lottery, creating scarcity, civic angle, and instant visuals.
The lesson: Consider pairing an iconic, usually off-limits space with a free, dates‑boxed experience and lottery signup to manufacture urgent, visual news.
mk2
8 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| vogue.fr | Un cinéma gratuit va ouvrir sur la tour Eiffel en 2026 | Vogue France | Monday 6th July, 2026 |
| timeout.fr | Un cinéma gratuit s’installe au premier étage de la tour Eiffel pendant quatre jours avec une vue imprenable sur Paris | Monday 6th July, 2026 |
| 20minutes.fr | « Cinéma Paradiso » : La Tour Eiffel va accueillir un cinéma en septembre | Monday 6th July, 2026 |
| paris.fr | Cinéma Paradiso à la tour Eiffel - Ville de Paris | Tuesday 7th July, 2026 |
| leparisien.fr | Paris : la tour Eiffel se transforme en cinéma éphémère et gratuit cet automne - Le Parisien | Tuesday 7th July, 2026 |
| timeout.com | The Eiffel Tower is getting its own outdoor cinema for four days only | Wednesday 8th July, 2026 |
| independent.co.uk | Eiffel Tower to host pop-up cinema for four days this autumn – here’s how to get free tickets | The Independent | Thursday 9th July, 2026 |
| essentialhomme.fr | Cinéma Paradiso 2026 Investit La Tour Eiffel En Septembre | Wednesday 15th July, 2026 |