×

Paramount, Universal Gear Up for Super Bowl Commercials

Lights, camera, Super Bowl: Viacom’s Paramount and Comcast’s Universal will run advertising in NBC’s coming broadcast of Super Bowl LII, according to spokespersons for the studios, suggesting that movie trailers will – yet again – likely represent a healthy portion of the glitzy commercials supporting the game.

Movies are typically one of the biggest categories of Super Bowl advertising. Indeed, in Fox’s 2017 broadcast of Super Bowl LII, movies represented the fourth-largest sector of commercials, according to Kantar Media, a tracker of ad spending. Only automobile manufacturers, telecom marketers and beer advertising (from Anheuser-Busch InBev, the exclusive beer sponsor of the event) spent more. The four categories represented 44% of the total ad time from paying advertisers, according to Kantar. Advertisers took up a record-setting 41 minutes and 30 seconds of air time during the event, Kantar said.

Universal’s presence in the coming Super Bowl broadcast, slated for February 4, is something of a fait accompli. Like the movie studio, NBC is part of NBCUniversal. A Universal spokesman declined to offer details on what movies might be promoted, but Universal’s coming attractions include “Fifty Shades Freed,” slated for release in February just a few days after the Super Bowl, and a new entry in the “Jurassic Park” franchise, expected to debut this summer.

Paramount was unable to offer specifics on its Super Bowl plans, but the studio is slated to release the kids-oriented animated feature “Sherlock Gnomes” in March and is readying a new “Mission: Impossible” feature for later this year.

Paramount and Universal both advertised in last year’s Super Bowl LI, along with Walt Disney. Paramount used the broadcast to promote “Baywatch,” starring Dwayne “The Rock” Johnson and Zac Efron, and the release of “Transformers: The Last Knight.” A Disney spokesperson did not respond to an e-mail seeking comment on the company’s potential Super Bowl plans.

Time Warner’s Warner Brothers typically does not advertise in the Super Bowl, but has been known occasionally to try other marketing related to the event. A spokesman for the studio could not be reached for immediate comment on its plans or lack of same.

A spokesman for 20th Century Fox was not able to offer immediate comment regarding possible Super Bowl plans, and a spokesman for Lionsgate did not respond immediately to a query seeking comment.

Since 2012, as many as 7 studios and as few as 3 have advertised in Super Bowl broadcasts, according to Kantar, which has not released full statistics for the 2017 broadcast. In 2015, seven different studios spent $35.2 million on Super Bowl commercials.

More TV

  • Whoopi Goldberg addresses the crowd while

    Inside World Pride's Opening Ceremony: An LGBTQ Celebration With a Tinge of Politics

    World Pride officially kicked off on Wednesday night at the Barclays Center in Brooklyn. About 8,000 people packed into the arena for a three-hour show that began with Cyndi Lauper singing her hit “True Colors.” The performance ended with a gaggle of dancing drag queens who pranced alongside Lauper as she turned the train of [...]

  • Democratic presidential candidate Massachusetts Sen. Elizabeth

    The Messy NBC Democratic Debate Proves the Need for a Tier System (Column)

    The opening night of the first debates of the 2020 Democratic Party primaries brought — even by the standards of such way-far-out confrontations between candidates for whom the election remains a far-off dream — vastly more empty drama than new information. But then, that may have been by design. NBC News’s organization of the debates, [...]

  • Max Wright Dead

    'Alf' Actor Max Wright Dies at 75

    Max Wright, best known for playing patriarch Willie Tanner on the sitcom “Alf,” died Wednesday. He was 75. Wright’s family confirmed his death to TMZ. The actor died in his home in Hermosa Beach, Calif., after years of battling cancer. Wright was diagnosed with Lymphona in 1995. Wright is most famous for his role as [...]

  • Greyson Chance -Gabby Barrett Alejandro Aranda

    Greyson Chance, 'Idol' Alums Gabby Barrett and Alejandro Aranda Sign Major Label Deals

    Two “American Idol” alumni — Gabby Barrett and Alejandro Aranda — as well as viral star Greyson Chance all announced new major label recording contracts this week. Barrett, who finished in third place of the first season of the rebooted ABC version of “Idol,” has joined the roster of Warner Music Nashville. The singer had [...]

  • amazon-studios

    YouTube Head of Scripted Jon Wax in Talks to Join Amazon Studios

    YouTube’s head of scripted programming, Jon Wax, is in talks to join Amazon Studios, according to an individual with knowledge of the matter. Wax is said to be in discussions for head of genre programming at Amazon, a position held by Sharon Tal Yguado until recently. Variety reported on her exit in early May. The [...]

  • WGA Agency Packaging Fight Placeholder Writer

    WGA Takes Aim at Endeavor IPO, Tells Members It Has 'Sufficient Funds' for Legal Battle

    The Writers Guild of America has gone to the Securities and Exchange Commission in its battle with Hollywood’s largest talent agencies over the issue of packaging fees and affiliated production. The guild sent a letter to William Hinman, director of the SEC’s corporate finance division, the guild accuses WME parent company Endeavor of misrepresenting the [...]

More From Our Brands

Access exclusive content