Films Advertising During the Super Bowl: A Better Picture Emerges

More confirmations are rolling into on those films airing an advertisement for the Super Bowl, as well as who is still in the running for a slot. With two weeks to go, ABC is in good shape selling time for Super Bowl XXXVII, with its average price for a 30-second commercial at $2.1 million. This is up 10% over a year ago.

After our last story, we have been inundated with news on other possible films gunning for awareness. Two weeks we ago we confirmed “The Hulk” and “Terminator 3: Rise of the Machines,” as well as “Master & Commander: The Far Side of the World” (although this film looks to have instead shifted to a post-Bowl slot with “Alias”).

According to the current issue of Advertising Age, all but 6 slots have been purchased—which means the game’s advertising is more than 90% filled. The remaining commercials are in the fourth quarter, which is a more common occurrence this close to game day. Those purchasing slots face a significant risk, though: If the score is a blow-out late in the game, research indicates viewers tend to tune out.

Let’s move ahead to those new films now confirmed for a slot during this year’s Super Bowl:

The Hulk (Universal Pictures): Variety has confirmed that the Marvel Comics character will be fully unveiled during a 30-second teaser during the Super Bowl. Previously, the studio had released a teaser in May that only showed star Eric Bana transforming into The Hulk, but refrains from showing his alter ego. The picture seems to be following a strategy similar to “Spider-Man,” although the image of that superhero was unveiled long before its own Super Bowl ad. The first official print image comes in the form of an oversized banner that features the Hulk reaching toward viewers that debuted this month, although it looks more like artwork than an actual shot of the character. The banner was placed in several highly trafficked multiplexes on Dec. 20.

Terminator 3: Rise of the Machines (Warner Bros.): Studio sources have confirmed to that a 30-second advertising placement for the next installment of the “Terminator” franchise will be unveiled here, and different from that currently in theaters-no further comment from the studio on what will be seen, but most likely more action shots.

The Matrix: Reloaded (Warner Bros.): Studio sources have confirmed to that a 30-second teaser for the next installment of “The Matrix” franchise will premiere at this year’s Super Bowl. When the original teaser debuted at the 1999 event, it was heralded as the break-out winner among the films competing—no one had heard of it before that time. Look for the teaser here to ratchet up awareness as well, and stroke a fervent fanbase. On January 22nd, Warner Brothers announced it has increased this spot to 60 seconds, and also featuring scenes from “The Matrix: Revolutions.” There are reports that this last minute switch has angered at least one other advertiser, who found his placement switched to the third quarter (and a refund of some of the ad buy).

The Recruit (Touchstone Pictures): The Al Pacino/Colin Farrell picture opens five days later and Touchstone is making a dramatic attempt here to raise awareness of this film. Although the placement is a good one, and promises great returns, I would have recommended the studio purchase a slot for “Bringing Down the House” or “Shanghai Knights” instead.

Charlie’s Angels: Full Throttle (Sony Pictures): Studio sources have confirmed to that a 30-second teaser for the sequel to the 2000 film starring Drew Barrymore, Cameron Diaz and Lucy Liu will make the men in attendance swoon and think twice about another helping of buffalo wings. This placement is one of three from the studio (see below for more comments on this), and is said to be very similar in fashion to the teaser released in October. Let the jigglethon commence!

Bruce Almighty (Universal Pictures): Jim Carrey is God to Universal. In addition to walking on water and giving his wife larger breasts, he’s also used his power to convince studio execs to purchase for him a 30-second spot here so that he can further convey his message to a worldwide audience. This placement should be very similar to the trailer already in theaters.


Still Debating What Film to Spotlight, With Ad Time Purchased
20th Century Fox: So far, they have purchased one 30-second slot for the game, but are eyeing another for the fourth quarter. They are torn between “Daredevil,” which opens on Valentine’s Day, and “X2,” the sequel to the 2000 film “X-Men.”

Sony Pictures: They have purchased three slots for the game, with one going to “Charlie’s Angels: Full Throttle.” Others in contention for the two remaining slots are “Daddy Day Care,” “Identity,” “Bad Boys II,” “Basic,” “Tears of the Sun,” and “Anger Management.” I’ll continue to give the edge to “Bad Boys II” and “Anger Management.”

Please be warned: Advertisements aren’t due to ABC until the 21st of January, so there is still time for them to switch (they’ve done this the previous three years to draw attention to one project in the press and then given the slot to another project). If we get any indication that the above confirmed are switched, or receive further confirmations, we at will correct that info above.


Check back here at in the coming weeks for further confirmation on films that will be appearing at this year’s Super Bowl.