In another sign of recovery, studios are once again taking the plunge to pay for Super Bowl ads to promote their upcoming theatrical releases. Traditionally, the Big Game has hosted the most expensive time slots of the year, which reach a captive audience of over 100 million viewers.
COVID put a crimp on much of that spending, not because audiences were not tuning in to the game but because moviegoing itself was in crisis. Many were staying home out of concern about the health risks of gathering at movie theatres, or any public venue. Studios reacted by postponing their new releases or rerouting them to streaming. Promotional campaigns were also scaled back, resulting in fewer high-dollar ads from studios.
But Hollywood is back at the Super Bowl this year, led by Paramount (DUNGEONS & DRAGONS: HONOR AMONG THIEVES), Warner Bros. (THE FLASH), and Universal (FAST X and COCAINE BEAR). Amazon is also spending $7M on a Super Bowl spot for AIR, their upcoming new movie starring Ben Affleck and Matt Damon which tells the story of the landmark advertising deal between Michael Jordan and Nike. AIR is scheduled to open on 4/5 with an extended theatrical run, making it the perfect timing to drop a Super Bowl teaser.
See also: Ben Affleck, Matt Damon’s Nike Film ‘Air’ to Get $7 Million Super Bowl Ad From Amazon, Plus Unprecedented Theatrical Release (Variety)