This image of Sylvester Stallone and Robert DeNiro in costume and battered-up make-up comes from the set of Grudge Match. The film is a comedy about two over the hill boxers in a one-last-time storyline.
The production draft of Grudge Match was written by Entourage creator Doug Ellin. It’s being directed by Tommy Boy and Get Smart‘s Peter Segal.
I guess the appeal is in seeing Jake LaMotta fight Rocky Balboa. I expect the marketing will get as close to selling that as it legally can.