Philadelphia Museum of Art's Rocky Steps Used for Blue Beetle Ad
The Philadelphia Museum of Art's iconic steps, known as the 'Rocky Steps,' were temporarily covered with a vinyl advertisement for the DC Comics film 'Blue Beetle' on August 15, 2023. The promotion, approved by the Philadelphia Parks & Recreation department, paid $28,000 for a seven-day installation. The ad sparked public controversy, with some calling it distasteful for a historic site, while others found it vibrant. The museum distanced itself from the decision, stating that the city administers the steps and that it would prefer to use the space for emerging local artists in the future. The revenue from the ad is expected to support such initiatives.
Key facts
- Vinyl advertisement for 'Blue Beetle' installed on the Philadelphia Museum of Art steps on August 15, 2023.
- The steps are famously known as the 'Rocky Steps' from the 1976 film 'Rocky' starring Sylvester Stallone.
- The ad was approved by Philadelphia Parks & Recreation, which manages the area.
- The city received $28,000 for the seven-day installation.
- The museum stated it was not responsible for the decision and expressed interest in using the steps for emerging Philadelphia artists.
- Public opinion was divided, with some criticizing the commercialization of a historic landmark.
- The ad featured the Blue Beetle superhero on a fuchsia background.
- The vinyl stickers were temporary and scheduled for removal after a few days.
Entities
Artists
- Sylvester Stallone
Institutions
- Philadelphia Museum of Art
- CBS News
- Art News
- DC Comics
- Philadelphia Parks & Recreation
- Artribune
Locations
- Philadelphia
- Pennsylvania
- United States