@JonFavreau knows what he is doing: he posted Universal’s Cowboys & Aliens (July 29) Super Bowl XLV spot hours ahead of time on Twitter (and YouTube) in advance of the Super Bowl (below). Now you can see Harrison Ford and Daniel Craig fighting the aliens–they’re like fighter planes. Paramount went all-out on five movie spots (which Fox sells at about $3 million for 30 seconds, or $100,000 a second): they’re showing Marvel’s Captain America and Thor, plus J.J. Abrams’ Super 8 and the third Transformers, Dark of the Moon, as well as Rango (March 4) which reunites Pirate‘s Gore Verbinski and Johnny Depp.
According to Nielsen, a record 106.5 million people watched the Super Bowl last year, and with two popular teams playing (the Pittsburgh Steelers and the Green Bay Packers), this year could break that record. But do studios get their money’s worth? Look at last year’s ads: most of the movies were commercial disappointments: Robin Hood, Prince of Persia, The Back-Up Plan, The Last Airbender and The Wolf Man. Only Shutter Island and Alice in Wonderland really whetted our appetites for a film that delivered.
Disney, the studio ad leader last year, is only featuring Depp in his second spot, for Pirates of the Caribbean: On Stranger Tides under the direction of not Verbinski, but Rob Marshall. Fox is touting their latest Blue Sky animated movie, the musical Rio, while Universal’s second film is Illumination’s Hop the Movie starring Russell Brand as the Easter Bunny. Relativity bought its first Super Bowl spot, for smart-drug movie Limitless, starring Robert DeNiro and Bradley Cooper. Check out the available spots and teasers below: I will update as we go. Less expensive pregame ads include Sony’s Just Go With It, Battle Los Angeles, and Priest, while Focus is promoing The Eagle, starring Channing Tatum, and Paramount has an ad for Kung Fu Panda 2. After the game, Glee will debut spots for Never Say Never, starring Justin Bieber, and R-rated Take Me Home Tonight, starring Topher Grace (March 4).
Transformers: Dark of the Moon:
Super 8 (here’s iTunes HD link):
Just Go With It, starring Adam Sandler and Jennifer Anniston:
The Adjustment Bureau (March 4):
Take Me Home Tonight
Pirates of the Caribbean: On Stranger Tides UPDATED:
Cowboys & Aliens:
King Fu Panda 2: The Kaboom of Doom, “We Will Wok You”:
Drive Angry 3-D, starring Nic Cage (February 25):
Hop the Movie stars Russell Brand and comes from Chris Meledandri’s Illumination Studios, which made Despicable Me.
Blue Skies’ 3-D musical extravaganza Rio:
Limitless starring Robert DeNiro and Bradley Cooper (March 18):