If you’re watching all of the television coverage for the Super Bowl next month – And I’m talking about game itself as well as both pre- and post-game shows – you may ultimately find yourself wanting to go see Summit’s upcoming film Act Of Valor. That’s because the studio has bought an unprecedented four commercial spots throughout the February 5th game day. The studio will have two commercials airing during the Super Bowl pre-game show, one during the game’s fourth quarter and one more during the post-game show.
With prime Super Bowl advertising time going for up to $4 million per 30 seconds, Summit is banking a lot on the film. But that bet may be a smart one. Last year, the studio bought one commercial for the Bradley Cooper thriller Limitless and the film opened a month later and managed to pull $79 million, a good return for Summit against the film’s $27 million budget.
According to the Los Angeles Times, Paramount Pictures, Walt Disney Pictures and Universal Pictures have also purchased ad time for the Super Bowl, though there hasn’t been any official announcement what film each studio will feature in those spots. Paramount is very likely to feature either of their two big summer action tent pole films, The Avengers or GI Joe: Retaliation. Universal could very well go with either the actioner Battleship or the comedy American Reunion. Disney will most likely feature their big fantasy epic John Carter which will be opening on March 9. The film is a big gamble for the studio with a reported budget in the neighborhood of $250 million.
Here’s the current trailer for Act Of Valor.