×
You will be redirected back to your article in seconds

Paramount, Disney, Universal Expected to Launch Super Bowl Movie Ads

Hollywood is getting ready to tackle the Super Bowl as hard as longstanding sponsors like PepsiCo and Anheuser-Busch InBev.

Disney’s studios, NBCUniversal’s Universal and Viacom’s Paramount will join the roster of advertisers supporting Fox’s February 5th broadcast of Super Bowl LI, suggesting that hundreds of millions of viewers will get a gander at trailers for a handful of coming films, along with the usual commercials for beer, candy and cars.

A spokeswoman for Paramount said the studio would promote”Transformers: The Last Knight” during the game and tout the Scarlett Johansson starrer “Ghost In The Shell” in a spot before the kick off. Universal will run at least a trailer during the event, but a spokesperson for the studio declined to offer details. The studio has releases including “Fifty Shades Darker” and “The Great Wall” on tap.  Disney declined to comment on what it might choose to promote. Projects slated for later in the year include a live-action reboot of “Beauty and the Beast,” a new chapter in the “Pirates of the Caribbean” series and Pixar’s “Cars 3.” Last year, Disney’s Marvel took part in a Coca Cola ad that featured its Ant-Man and Hulk characters.

Time Warner’s Warner Brothers typically does not advertise in the Super Bowl, though last year it took part in a pre-game advertising effort by Turkish Airlines that gave a nod to the film “Superman vs. Batman: Dawn of Justice.” Spokespersons for 20th Century Fox  and Lionsgate could not be reached for immediate comment.

Movies have long played an important role in the Super Bowl. Over the last five broadcasts, studios have run as few as three trailers and as many as 7 each year.  CBS’ broadcast of Super Bowl 50 last year contained six different trailers accounting for $28.8 million in advertising, according to Kantar, a tracker of ad spending, compared with seven trailers worth $35.2 million in NBC’s broadcast of Super Bowl XLIX in 2015.

 

More TV

  • Black Panther

    'Black Panther,' 'Crazy Rich Asians,' 'Westworld' Among Costume Designers Guild Winners

    “Crazy Rich Asians,” “The Favourite” and “Black Panther” walked away with top honors at the 21st annual Costume Designers Guild Awards Tuesday night, the final industry guild show before the Oscars on Feb. 24. “The Favourite” and “Black Panther” are up for the Oscar this year, along with “The Ballad of Buster Scruggs,” “Mary Poppins [...]

  • Syfy Cancels 'Nightflyers' After One Season

    Syfy Cancels 'Nightflyers' After One Season

    The George R.R. Martin drama “Nightflyers” has been canceled by Syfy after only one season. Based on the novella from the mastermind behind “Game of Thrones,” the show was seen as a big gamble for the NBCUniversal-owned cable network, as it represented the most expensive series it had ever developed. The network attempted to spark [...]

  • Batwoman Arrow

    The CW's 'Batwoman' Pilot Switches Directors, Adds Dougray Scott

    The CW has added veteran Scottish actor Dougray Scott to its “Batwoman” pilot as well as swapped in Marcos Siega for previous director David Nutter, Variety has learned. The pilot, which stars Ruby Rose as the eponymous caped heroine, is being helmed by DC TV head Greg Berlanti, and was penned by “Vampire Diaries” alum [...]

  • OG Review

    Review: 'O.G.' on HBO

    Jeffrey Wright, the most compelling reason to watch HBO’s new film “O.G.,” is among television’s best actors at switching between codes or manners of being. On “Westworld,” his timeline-toggling android swaps personae so delicately that his performance gains in resonance when recalled in retrospect. (Perhaps that’s why Wright has been so oddly underrated through the [...]

  • Nahnatchka Khan Writers Room

    Nahnatchka Khan Exits 20th Century Fox TV for Overall Deal at Universal

    Nahnatchka Khan has signed a four-year overall deal at Universal Television. The deal brings an end to the decade-plus Khan and her Fierce Baby Productions banner spent at 20th Century Fox Television. The move will see Khan exit from her role as showrunner on ABC comedy “Fresh Off the Boat,” which she also created. The [...]

  • David Ajala

    'Nightflyers' Star David Ajala Joins CBS Drama Pilot 'Under the Bridge'

    David Ajala has been cast in a lead role in the CBS drama pilot “Under the Bridge,” Variety has learned. In the project, when a scandal rocks the medical practice she runs with her husband and their friends, a surgeon rises to the occasion and takes the lead in trying to mend both the practice and [...]

More From Our Brands

Access exclusive content