Next week, Super Bowl 55 will be broadcasting live from Raymond James Stadium in Tampa, Florida. This year will have the Tampa Bay Buccaneers going head-to-head with returning champions, Kansas City Chiefs. Fans can’t wait to see the G.O.A.T. versus the Kid, performance from the Weeknd, and the upcoming movie trailers?
Every year, studios splurge millions of dollars to get their upcoming blockbusters featured during commercial breaks of the Super Bowl. Last year, the movies featured were Black Widow, No Time to Die, Mulan, Top Gun 2: Maverick, Invisible Man, Minions: The Rise of Gru, and Fast and Furious 9. Out of all listed, only two films were released that year were Mulan and Invisible Man. Invisible Man was released in late February, before the COVID-19 shutdown. Mulan, on the other hand, released on Disney+ and in some theaters simultaneously.
One Year Later…
A year has gone by, and COVID-19 is still being battled globally. But now that vaccinations are ongoing, is there hope for studios to shall out the Super Bowl ad money without any regrets? Well, it depends on how serious they are about having their films be a strictly theatrical release.
It’s a Gamble
Most studios would possibly still hesitate to fork up the millions for a 30-second ad. This due to the fear that history could repeat itself. At this time, advertising during the game is just as much of a gamble. There isn’t really a definitive time frame of when “normalcy” will return. It’s going to take more than a year to fully return to normal. That isn’t enough time for studios. The more they delay, the more money lost. However, with vaccinations underway and getting settled, another chance of delayed projects may be slightly cut. In the end, it all depends on how safe the world will be.
Both Disney and MGM have since delayed these films again. Black Widow is now set for May 7 and No Time to Die on October 8. Paramount is also following suit with Top Gun 2: Maverick sticking with its now July 2 release date. According to the studio’s president of distribution, Chris Aronson, “I think the next two months are critical, and whether the new administration can implement a robust vaccination plan.” Based on the line up from last year, it won’t be surprising if those films have recut trailers to debut.
If those films intend to keep their release dates, there is a chance that they’ll be seen in next week’s game. However, the thrill of a new movie trailer is going to be overshadowed by a ton of streaming service ads.
The Reign of Streaming
With the pandemic came adjustments. All studios were in this together to try to figure out if their projects will get constant delays or head directly to streaming. It’ll be expected that HBO Max will showcase their line-up for this year. Most would contain all Warner Brothers films that were reported, including the anticipated Zack Snyder’s Justice League. Other forms of content that could show are sneak previews of the F.R.I.E.N.D.S. reunion and the Game of Thrones prequel.
Netflix and Disney+ won’t be too far behind with several films and shows wanting to debut. Netflix could debut separate film and show trailers. Some for To All The Boys: Always and Forever, Tribes of Europa, and Stranger Things season four. Disney+ still has to promote their MCU shows like Falcon and Winter Soldier, Loki, and Marvel’s What If. Not to mention promoting the remaining episodes of WandaVision.
Are they all Duned?
With the public’s entertainment geared towards streaming, it’ll be a bit difficult to get the appeal of theatrical releases back. Studios must measure how serious and confident they are of their films being able to theatrically release. There could be several films that could assist in theatrical appeal. One of those films, so far, is Dune. It was reported that producers, actors, investors, and all who’ve worked on the project are demanding a theatrical release. This was due to neither of them receiving the news that it would go directly to HBO Max. As of now, Dune is delayed to October 1st. If a trailer does show up during the game, then it could signal confidence once more about theatrical releases.
The Hail Mary
There’s no doubt that this year’s game would look a bit different. But along with continuing the excitement of the sport and the halftime show, those commercials have to keep up with the hype. It’ll be expected that Disney, Warner Brothers, and MGM are the most confident to take the gamble. It won’t be surprising if Disney and Warner Brothers play safe and backpack their ad spending with their streaming services. At this point, those film trailers are to keep those films in the minds of the viewers. To remind them that theaters, that an aspect of normal will return sooner than later. It can be looked at like the game, a sliver of hope.