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Marketing and Sponsorship

Filmmakers Scale Back Super Bowl Plans As Ad Prices Skyrocket

There will be "fewer movie ads" in Super Bowl LIV, marking the "second year in a row" that many filmmakers have scaled back plans for the game, according to Pamela McClintock of the HOLLYWOOD REPORTER. More and more, Hollywood studios are "migrating to the pregame and postgame shows, where an ad can cost half as much." This year, a 30-second spot airing during the game carries a price tag of $5.6M, and "ponying up that much money has become a major deterrent for Hollywood, particularly when dropping a teaser or a trailer at other times during Super Bowl weekend can achieve just as much exposure on social media." Universal and Disney were the "only major studios suiting up in 2019 for the actual game, and that appears to be the case again this time out." Paramount will have a "major presence in the pregame -- Disney and Universal are expected to use this block as well -- while Warner Bros. and Sony are "sitting it out completely." Sources said that Universal is "expected to air spots for its summer tentpoles 'Fast & Furious 9' and Illumination's 'Minions: The Rise of Gru.'" Sources said that Disney is "keeping mum regarding its specific plans, but will have a presence throughout the day." Paramount will "air spots during the pregame for 'A Quiet Place II' ... and 'The SpongeBob Movie: Sponge on the Run.'" The studio "isn't saying if it has any plans to promote Tom Cruise's 'Top Gun: Maverick' at any point during the day" (HOLLYWOODREPORTER.com, 1/28).

WHAT TO WATCH FOR: BLEACHER REPORT's Jake Rill speculated about movie ads that could be released during the game, including "Sonic the Hedgehog." The movie is "set to be released less than two weeks after the game," and it has already "drawn a lot of attention after it was delayed so the CGI look of the title character could be changed." DC's "Birds of Prey" and "No Time to Die," Daniel Craig's fifth James Bond movie, are other "highly anticipated films that could have trailers aired during the Super Bowl" (BLEACHERREPORT.com, 1/28).

THE HUNTED: DEADLINE.com's Patrick Hipes noted Amazon will promote its new show, "Hunters," starring Al Pacino, during the game. The "Nazi hunter tale" series will promote its Feb. 21 launch on Prime Video by "buying a 60-second spot" during the game (DEADLINE.com, 1/28).

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