The Super Bowl won’t just feature the reigning champion Seattle Seahawks and the New England Patriots on Sunday on NBC, it also will see dinosaur theme parks, a look at a world beyond time and space and some more Skynet in the form of big blockbuster ads coming from the major Hollywood studios, which will use TV’s most-watched event to sell their summer tentpoles. Among those planning ads:
Walt Disney Pictures will take advantage by airing a 30-second spot for Tomorrowland, the George Clooney-starring sci-fi mystery adventure that debuts May 22. It makes the most sense for Disney to highlight a Clooney pic — he appeals to both men and women, as does the Super Bowl — and it’s his first starring tentpole role since 2007’s Ocean’s Thirteen. Disney’s Marvel pics coming this summer — The Avengers: Age Of Ultron and Ant-Man — likely won’t need the same boost.
Universal will slot at least one spot for its June 12 four-quel Jurassic World, as well as ads for its June 26 Seth MacFarlane-directed comedy Ted 2; Illumination Entertainment’s Despicable Me spinoff Minions, which is slated to open this summer; and Legendary Entertainment’s fantasy adventure pic Seventh Son, which is bowing five days after the Big Game on February 6.
Last year, Universal ran a spot for its Memorial Day opener A Millions Ways To Die In The West. Two years ago, the studio promo-ed Despicable Me 2 and bought a 60-second spot for Fast & Furious 6.
Paramount and Skydance are vying for eyeballs this year with a trailer for their July 1 reboot Terminator: Genisys. The ad for the pic — which stars Emilia Clarke of Game Of Thrones fame, Jason Clarke, Oscar nominee J.K. Simmons and Arnold Schwarzenegger — will air during the game’s second quarter. The studio also is running a spot for its February 6 family pic The SpongeBob Movie: Sponge Out Of Water, which will air in the first half-hour window ahead of the kickoff — just before Idina Menzel belts out the National Anthem. Here’s the Terminator spot:
Lionsgsate has a trailer during NBC’s pregame show for The Divergent Series: Insurgent. The spot is debuting on MTV.com tomorrow at 9 AM PT.
Also during the pregame, there will be a trailer for 20th Century Fox‘s Kingsman: The Secret Service.
Despite the exposure, spots during the Super Bowl aren’t for everyone. Sony Pictures is among those majors sitting on the sidelines this year. Last year, the Culver City studio ran spots for The Amazing Spider-Man 2. Warner Bros traditionally hasn’t purchased spots in the past and isn’t expected to do so this year.
The movies will get plenty of exposure during the broadcast of the NFL’s championship game, set this year in Glendale, AZ. Last year’s game, when the Seahawks decimated the Denver Broncos 43-8, was the most-watched Super Bowl ever according to Nielsen, with an average 112.2M total viewers. Last year, a 30-second Super Bowl spot on Fox went for $4.2 million. They’re even more expensive this year.