Universal, Disney, Paramount, and Sony have all bought time for Super Bowl Sunday on Fox which is selling a 30-second commercial for a whopping $3 million this year (up from $2.8 million in 2010). Many more films will be advertised on this most-watched TV event compared with last year but once again Warner Bros won’t join the crowd. Studios often keep secret what specific films they will promo on Game Day, but I have the rundown:
Paramount is promo’ing the most movies, servicing all at halftime: Gore Verbinski/Johnny Depp’s Rango, DreamWorks Animation’s Kung Fu Panda 2, Marvel’s Thor and Captain America: The First Avenger, JJ Abrams’ Super 8, and Michael Bay’s Transformers 3: Dark Of The Moon.
Disney will feature one ad during the game’s 3rd quarter: Pirates Of The Caribbean: On Stranger Tides.
Sony’s ads will run during pre-game, not during the game: Priest, Just Go With It, and Battle: Los Angeles.
Universal and DreamWorks didn’t even wait for the game: they released their Super Bowl ad an hour ahead of the scheduled time for Jon Favreau’s Cowboys & Aliens starring Daniel Craig and Harrison Ford. Uni also had a 1st quarter ad for Vin Diesel’s Fast Five, the latest in the Fast & Furious franchise.
Twentieth Century Fox will make Super Bowl history this Sunday when a 30-second spot for its 3D toon Rio (April 15) airs during the game’s 4th quarter and becomes the first ad to air during the game with an embedded code tied to the “Angry Birds” mobile game. During the spot, viewers will be invited to find the code, which directs them to a special level of “Angry Birds” and a Rio sweepstakes to attend the movie’s world premiere in Rio de Janeiro on March 22nd. That day, Fox and Rovio launch the “Angry Birds/Rio” app.