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Ah, Super Bowl Sunday, the one day of the year when movie studios shell out more advertising money than some indie films spend on entire productions. This year is no different, with 30-second ad spots going for right around $4 million a pop. So far, Disney, Paramount and Sony have shelled out money for their spots during the broadcast itself, while Lionsgate bought a 30 second slot during the pregame show, which was valued around $850,000. The trailers claiming these pricey spots are obviously for tentpole films that could potentially be the biggest box offices successes of the year. Of course, last year is when Disney debuted the trailer for The Lone Ranger, so…

Films don’t get much bigger than Michael Bay’s Transformers franchise, and it’s no surprise Paramount will reveal the first footage from Transformers: Age of Extinction during the game. We’ll probably just see Optimus Prime getting his transformation on along with a couple of explosions, but I bet people go crazy over it.

Meanwhile, we’ll get to spend more time with Marc Webb’s The Amazing Spider-Man 2, following the action-packed first trailer that dropped last week. Will we get a better look at Electro in the form of an extended clip, or will Sony put out a more traditional teaser? For $4 million, it should be as amazing as its title implies.

Both Disney and Lionsgate are currently keeping it quiet about what films they’ll be promoting. According to Deadline, Disney could likely get audiences revved up for the Aaron Paul-starring Need for Speed, which is coming out in March, though it would also be a good time to pull out the superhero card and show off a new Captain America: The Winter Soldier teaser, or even some Rocket Raccoon footage to get all ages more aware of Guardians of the Galaxy hitting theaters in August.

It’s possible Lionsgate might unveil a very early teaser for The Hunger Games: Mockingjay Part 1, or more likely something from the March-debuting YA adaptation Divergent, with a slim chance they’ll push February’s disaster flick Pompeii. Does anyone spend that kind of money on Paul W.S. Anderson? If they’re really trying to draw in a target audience with the option of snagging another spot later on, they could choose to promote Ivan Reitman’s NFL-related Draft Day, which hits theaters in April.

Warner Bros., Universal and Fox have all been quiet so far, so this year’s studio total currently matches last year’s. And if you think major studios are thinking hard about the hefty price tags for the airtime, it’s gotten even worse for local markets in big cities. Deadline states the New York Fox station is asking for $1 million for a 30-second spot, while the L.A. affiliate wants $550,000. It trickles down from there, and while they probably won’t finalize on such a high price, it’s still appalling to consider homegrown businesses paying that kind of money for ad time.

Just in case you forgot, there’s also going to be some football on during the Super Bowl, and headed into Week 15 there are still no clear-cut teams who seem destined for the big game. Relive some of the best moments from the history of the most-watched television events of all time.

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