Many people say they watch the Super Bowl just for the ads as many companies go all out with their innovative product placement. With such a massive viewership– last year 108 million people tuned in– movie studios are eager to promote their upcoming projects which they have dumped millions into creating, in hopes of generating excitement among movie goers. (Even I watch the Super Bowl… but that’s mainly for the half-time shows. Those folks knew what they were doing, bringing in a whole different demographic by booking acts like Madonna and Beyonce!)
Last year, Universal bought a 1-minute ad for ‘The Fast and the Furious 6’ which was a smash hit this summer. But without another installment of that franchise (and with the franchise directionless after the unexpected passing of leading man Paul Walker), that studio hasn’t bought advertising time for the next Super Bowl.
These ads don’t always lead to box office success though. Summit took the opportunity to promote Dwayne “The Rock” Johnson’s ‘Snitch’. Yeah me neither. But even so, it’s purchased a spot this year, but hasn’t announced what movie it will be promoting. Lionsgate also purchased a spot, but likewise hasn’t said which film it will promote. It could be ‘Divergent’.
And Disney… whew. Disney essentially threw away millions trying to promote ‘Oz the Great and Powerful’ which underperformed and ‘The Lone Ranger’ which was one of the year’s biggest flops. This year, the studio only bought one 30 second spot and while it hasn’t been announced, it is suspected that it will use it to promote Aaron Paul’s video game adaptation ‘Need For Speed’.
And Sony will use its ad money to support ‘The Amazing Spider-Man 2’, which should be one of the earliest hits of next summer, with its May release date.
This year, one 30 second ad runs $3,800,000. And keep in mind, some ads are 60 seconds, so that obviously doubles what some advertisers are paying!
Do you tune into the Super Bowl for the game or the ads? Or Bruno Mars?