SBD/January 20, 2011/Marketing and Sponsorship

Theatre Seating: At Least 13 Movies Promoted On Fox' Super Bowl Coverage

Paramount's promotion for "Thor" is one of several movie ads lined up for Super Bowl
Hollywood studios will "promote at least 13 movies" during Fox' telecast of Super Bowl XLV and its pregame show, a "record number for the biz," according to Graser & Stewart of DAILY VARIETY. Paramount plans to promote "Transformers: Dark of the Moon," "Super 8," "Rango" and Marvel's "Thor" and "Captain America: The First Avenger." In addition, Fox' coverage will include ads for Disney's "Pirates of the Caribbean: On Stranger Tides;" Universal and DreamWorks' "Cowboys and Aliens;" Sony's "Priest;" and DreamWorks Animation's "Kung Fu Panda 2," also being released by Paramount. Sony is pushing its new comedy "Just Go With It," as well as "Battle: Los Angeles." Relativity Media has "bought its first Super Bowl spot" to promote "Limitless," while Focus Features has planned a spot for "The Eagle." Graser & Stewart note Fox "sold out of its inventory" in October for Super Bowl XLV, and this year's game "will again collect more than $200 million in ad coin, the third consecutive time it's done so" (DAILY VARIETY, 1/20). The HOLLYWOOD REPORTER's Pamela McClintock notes "as in past years, the Super Bowl will provide the first glimpse of Hollywood's summer lineup." In addition to its spot for "Limitless," Relativity will air a promo for "Take Me Home Tonight" during the episode of "Glee" set to air immediately after the Super Bowl. Paramount will buy time for a "Valentine's Day 3D concert" documentary starring Justin Bieber. McClintock notes Warner Bros. and Fox "appear to be sitting this year out, but that could change," while studios "participating could add spots for other films before the game" (HOLLYWOOD REPORTER, 1/20).
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