In the game of football, possession is everything. And when it comes to the highly anticipated Super Bowl, the advertising battlefield becomes just as competitive as the on-field action. One studio that is set to dominate the commercial breaks during this year's Big Game is Paramount, with nearly a dozen spots lined up for its upcoming and existing releases.
Paramount is expected to unveil ads for a variety of films, including the post-apocalyptic horror prequel 'A Quiet Place: Day One,' the reggae biopic 'Bob Marley: One Love,' and 'IF,' a live-action/animated fantasy comedy directed by John Krasinski and starring Ryan Reynolds. Paramount's extensive presence during the Super Bowl is not a coincidence; the game will be airing on CBS, a sister company of Paramount.
In addition to its cinematic offerings, Paramount will also promote its streaming service, Paramount+. Eight ads will be dedicated to Paramount+ titles such as the 'Sonic the Hedgehog' spinoff 'Knuckles,' the animated adventure 'The Tiger's Apprentice,' the Sylvester Stallone-led reality show 'The Family Stallone,' and the next season of 'The Chi.' During the game, viewers can also expect promotions for existing titles on Paramount+, including the sci-fi series 'Halo,' 'Mission: Impossible — Dead Reckoning,' and UEFA Champions League. The general Paramount+ ad that ran during last year's championship, showcasing the streamer's diverse content like 'Survivor' and the 'Star Trek' franchise, will be making a return as well.
With over 100 million people expected to tune in for Super Bowl LVIII on February 11, buying a 30-second ad during the event doesn't come cheap. Prime spots in the first quarter could cost around $7 million this year. As the film industry continues to recover from the impacts of the pandemic, Hollywood is banking on these massive marketing spends to drive ticket sales for upcoming blockbusters.
Disney is also expected to take advantage of the Super Bowl's massive viewership by promoting its summer tentpole films, although the studio hasn't disclosed which titles will be featured. Speculations suggest that viewers might get a first look at 'Deadpool 3,' which brings together Ryan Reynolds and Hugh Jackman in a highly anticipated comic book adventure, as well as Pixar's much-anticipated sequel 'Inside Out 2.' There is also a possibility of seeing snippets from films like 'Kingdom of the Planet of the Apes,' set to release in May and heavily advertised already.
Universal is another studio known for spending big on Super Bowl Sunday, and while they are keeping their promo plans under wraps, there are rumors of potential glimpses at projects such as director Jon M. Chu's grand adaptation of 'Wicked,' starring Ariana Grande and Cynthia Erivo. Other films that might grab the spotlight include 'The Fall Guy,' an action-comedy featuring Ryan Gosling and Emily Blunt, DreamWorks Animation's 'Kung Fu Panda 4' with Jack Black returning to voice Po, and 'Twisters,' a sequel of sorts to the 1996 disaster epic 'Twister.'
However, there will be some major studios absent from the Super Bowl ad lineup. Warner Bros., Sony, Netflix, and Amazon are not expected to run any trailers, despite having a slate of exciting upcoming releases. Plans could change, but for now, fans won't get a glimpse of titles like 'Bad Boys 4' or the next 'Ghostbusters' from Sony, and Warner Bros. potentially already unveiled their big card by showcasing 'Dune 2' during the AFC and NFC Championships.
It's somewhat surprising that Amazon, which has been increasing its presence in the theatrical market, won't be promoting any of its titles during the Super Bowl. Last year, the tech behemoth spent more than $7 million for a 60-second spot featuring the Ben Affleck-Matt Damon collaboration 'Air,' based on the iconic Air Jordan sneaker's true origin. But this year, Amazon seems to have opted out of the Super Bowl ad race.
While football fans eagerly anticipate the game, there's also plenty of excitement surrounding the star-studded sidelines. Renowned singer Taylor Swift, who is dating Chiefs tight end Travis Kelce, has become an NFL fixture this season and reportedly boosted viewership ratings. Swift is expected to attend the Super Bowl after her tour appearance in Tokyo, and viewers can anticipate multiple cutaway shots of the Grammy-winning artist.
So, while the Super Bowl is indeed a football game at its core, the advertising spectacle surrounding it has become a significant attraction in its own right. With studios like Paramount and Disney vying for audience attention, and the potential for surprises from Universal, the commercial breaks during the big game are shaping up to be just as thrilling as the on-field action.
