Super Bowl Commercials- What To Expect

Ever since the White House literally exploded across millions of television screens during the 1996 Super Bowl, movie studios have known that advertising during the year’s biggest sporting event is a sure way to have people talking about your upcoming movies on the following Monday morning.

This year, we can look forward to several commercials offering glimpses of what to expect in cinemas in the upcoming months.

As expected, some of the summer’s bigger movies will be promoted during the game including Paramount’s Iron Man (click on the above picture for a larger look at a shot from the upcoming commercial) and Disney’s live action The Chronicles Of Narnia: Prince Caspian and the Pixar-animated Wall-E. Sony Studio’s only ad during the game will be for the June release of the Adam Sandler comedy You Don’t Mess With The Zohan. Also look for ads for Will Smith’s down-on-his-luck superhero project Hancock and the action-adventure Wanted.

But summer films aren’t the only ones being advertised. Universal will be promoting Welcome Home Roscoe Jenkins, which opens next Friday, while New Line’s only commercial buy is for Will Ferrell’s basketball comedy Semi-Pro, which opens at the end of the month. Jumper and The Spiderwick Chronicles are two Valentines Day-opening films looking to get a box office boost from Super Bowl advertising. Other spring release films getting advertising time include Drillbit Taylor, Horton Here’s A Who and Leatherheads.

With a single 30-second spot on the Super Bowl broadcast costing upwards of $2.7 million, let’s hope that the films that these studios are spending the money on are worth it.

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About Rich Drees 7022 Articles
A film fan since he first saw that Rebel Blockade Runner fleeing the massive Imperial Star Destroyer at the tender age of 8 and a veteran freelance journalist with twenty-five years experience writing about film and pop culture. He is a member of the Philadelphia Film Critics Circle.
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Bob Andelman
Bob Andelman
February 2, 2008 4:27 pm

You might enjoy this audio interview with Bob Horowitz, producer of “Super Bowl’s Greatest Commercials 2008.” (He is also the producer of “The Singing Bee” with Joey Fatone.)