Expect very few, if any, movie advertisements during this year’s Super Bowl with Hollywood studios not willing to spend $5+ million on spots as substantial box office ticket sales are likely not forthcoming.
In fact, many of last year’s advertised films, with the exceptions of “Sonic” and “Mulan,” have still yet to be released following numerous postponements. Even now many seem uncertain as to when they will finally drop.
A recent study of movie-related 30 second TV advertisements over the New Year week showed an 82% drop from the same time last year – a trend expected to continue until cinemas reopen and people feel comfortable returning to the movies.
The Super Bowl itself, however, won’t be completely devoid of entertainment-related promotion. Amazon Prime Video will have a presence and is expected to show a “Coming 2 America” spot. HBO Max may also tout some films coming to its service in 2021.
Universal and Disney are the only majors to have booked 30-second ad spots, though it’s not clear what they’ll be for.
Source: Variety