Each year, the Super Bowl seems to become even more of a celeb-palooza than the last. This year’s game also included a number of ads featuring A-Listers in their natural habitat: the movies. Major studios coughed up Big Game pricing to pitch already-buzzy films such as “The Flash” or the next “Fast and Furious” to the game's massive audience, predicting the investment will more than pay for itself in the near future when viewers plan a night at the movies.
“The Super Bowl has always been about more than just the game—it’s a pop culture moment,” said Asad Ayaz, president of marketing at Walt Disney Studios. “It’s one of the biggest stages to reach a broad, engaged audience and where the advertising is discussed and celebrated.”
Throughout the game, five movie trailers aired nationally from five different studios: “Indiana Jones and the Dial of Destiny” from Disney, “Fast X” from Universal Pictures, “The Flash” from Warner Bros.’s DC Studios, “Air” from Amazon Studios and “Creed III” from MGM (which is now owned by Amazon). The game also featured a co-branded spot with Heineken for Disney’s “Ant-Man and the Wasp: Quantumania.”
In addition to the game itself, many studios took advantage of the pre-game show, which Ad Age reported sold ad time for less than half of in-game inventory. The hours leading up to kickoff featured Paramount’s “Scream VI,” “Dungeons & Dragons: Honor Among Thieves” and “Transformers: Rise of the Beasts,” Disney’s “Guardians of the Galaxy Vol. 3,” Sony Pictures' “65” and Universal’s “Cocaine Bear.”