The Super Bowl is not just a day for football fans; it has evolved into a cultural phenomenon that generates significant interest outside the realm of sports. With its colossal viewership peaking at 123.7 million last year, it has become a prime platform for movie studios seeking to capitalize on this vast audience. Yet, only a select few studios—mainly Disney, Paramount, and Universal—are willing to spend upwards of $7.5 million for just a 30-second commercial spot during the game. This financial plunge underscores the importance of capturing a massive share of public attention during this marquee event.
This year’s Super Bowl LIX promises to be especially exciting, as it features a rematch between the Philadelphia Eagles and the Kansas City Chiefs. The Chiefs, who are aiming for an unprecedented third consecutive title, add an extra layer of intrigue to this year’s showdown. For those engaged with both sports and cinema, the connection becomes particularly clear: the energy of the game amplifies the anticipation for the major upcoming movie releases.
Despite the doom and gloom narratives surrounding linear television, live sports programming continues to hold its ground as a crucial medium for reaching moviegoers. Last year’s Super Bowl saw the launch of major franchises like *Deadpool & Wolverine* and *Wicked*, which collectively raked in hundreds of millions during their opening weekends. Studios recognize that a well-placed commercial during the game can directly translate to substantial box office revenue.
When discussing studios expected to make a splash this Super Bowl, Disney undeniably reigns supreme. In 2023, Disney generated over $2.2 billion at the domestic box office. The company has a history of leveraging Super Bowl airtime to unveil teasers for its most anticipated releases. This year, viewers can expect glimpses of *Snow White*, *Lilo & Stitch*, and Pixar’s *Elio* during the game. Additionally, fans can look forward to insights into two of its major Marvel films, which include *Captain America: Brave New World* and *Thunderbolts*.
Disney’s strategy has traditionally included rolling out the first trailers for blockbuster releases during the Super Bowl—a tactic that has proven successful in the past. Given its unprecedented reach and viewership, one can expect Disney to maintain its impressive streak of captivating audiences.
Universal Pictures, which reported a robust $1.88 billion domestic box office in 2023, is also prepared to take advantage of Super Bowl hype. The studio is expected to unveil trailers for exciting projects such as Dean DeBlois’ live-action adaptation of *How to Train Your Dragon* and the action-packed *Jurassic World Rebirth*. Given Universal’s history of engaging advertising stunts, audiences might also see something creative from Blumhouse, whose first *M3GAN* film generated massive buzz through clever marketing techniques.
On the other hand, Paramount is once again stepping into the spotlight, even as its sister network CBS doesn’t hold the broadcasting rights this year. The studio aims to showcase various films, including the Jack Quaid-led *Novocaine* and an animated musical featuring Rihanna. Paramount’s commitment to utilizing the Super Bowl for promotional purposes aligns with the broader strategies of major studios to attain visibility in an oversaturated market.
Despite this impressive lineup, several notable studios are curiously absent from the Super Bowl advertising space this year. Companies like Sony, Warner Bros, and Amazon’s MGM Studios are sitting out, reflecting a shift in strategy or potential financial constraints. The last major Warner Bros. initiative during the Super Bowl was centered around *The Flash*. It raises questions as to whether these studios believe the financial investment does not guarantee a proportionate return—an argument in favor of alternative marketing methods.
Overall, this year’s Super Bowl is set to be a dramatic and exciting event, with seasoned studios jockeying for the audience’s attention. The stakes are high, not just for the football teams vying for victory but also for the brands looking to carve out their place in the collective consciousness of millions of viewers. The results to be seen on that grand stage may well determine the trends that shape cinema in the months that follow.