As Super Bowl LX approaches on February 8, the advertising market heats up with commercial time fetching between $8 million and $10 million for just 30 seconds of airtime. This year, major movie studios are dedicating a portion of these premium slots to debut trailers for their upcoming films, seeking to capture the attention of an audience exceeding 100 million viewers who will tune in for the NFL championship event.
Among the media companies set to benefit financially, Comcast Corp (NASDAQ: CMCSA) stands out not only as the rights holder for the game’s broadcasting but also as a promoter of its own slate of upcoming films during the commercial breaks. The company is slated to showcase trailers for summer releases as well as movies scheduled for earlier dates in the spring.
Confirmed and reported movie trailers slated for the Super Bowl broadcast include:
Major Studios Invest Heavily in Super Bowl Trailers
Disney and Comcast are the primary entities investing heavily in the Super Bowl advertising inventory through multiple movie trailers. Comcast leverages its ownership of broadcasting rights to not only generate ad revenue but also to advance its film releases, some of which debut several months post-game. Disney maintains its status as a frequent advertiser during this event, strategically positioning trailers for major franchises.
Disney is expected to roll out the first theatrical Star Wars film trailer in some time, alongside ads for "Hoppers" and "Toy Story 5." However, despite its multiple showings, Disney does not plan to feature trailers for its anticipated Marvel franchise titles such as "Avengers: Doomsday" or "Spider-Man: Brand New Day," the latter being a collaboration with Sony Group Corp (NYSE: SONY). Notably, Sony has elected not to air any movie trailers during the Super Bowl broadcast.
Among the less predictable choices is Lionsgate Studios' "Michael," a biographical picture about Michael Jackson. According to reports, this marks Lionsgate's return to Super Bowl advertising since 2016’s "Gods of Egypt." The decision to place a trailer for this highly anticipated music biopic during such an expensive and prestigious advertising window suggests considerable confidence in the film’s potential.
In addition to Sony, Warner Bros. Discovery (NASDAQ: WBD) will also abstain from airing movie trailers during this year’s game. Fans anticipating a "Supergirl" trailer may instead find it during the "Puppy Bowl" broadcast on Animal Planet, an alternative program airing concurrently.
Context From Previous Year’s Movie Trailers
Last year’s Super Bowl advertising slate featured trailers for titles such as "Mission: Impossible – The Final Reckoning," "Lilo & Stitch," "How to Train Your Dragon," "Thunderbolts," and "M3gan 2.0." Several of these films achieved remarkable box office success domestically, with "Lilo & Stitch" ranking second and "How to Train Your Dragon" placing ninth among the top-grossing movies.
In last year’s broadcast, some movie trailers secured prominent early slots. The trailer for "The Final Reckoning" aired immediately following the National Anthem advertisement break, while "Lilo & Stitch" was shown right after the coin toss, indicating movie studios’ strategy to capture viewers’ attention before kickoff.
Given the premium cost of commercial spots, the movie companies investing in Super Bowl advertising today are making substantial bets on the promotional impact such extensive viewership can generate for their films slated for release in the coming months.
Stock Market Snapshot
The stocks of key companies mentioned reflect mixed market movements around the time of Super Bowl LX coverage. Comcast Corp trades near $30.86, marginally up. Lionsgate Studios is modestly down to $8.82. Disney shares have declined slightly to $104.63. Paramount Skydance is lower at $10.40, while Sony Group shows positive momentum with a 2.45% gain, trading close to $21.76. Warner Bros. Discovery's shares dipped marginally to $26.69.
These figures highlight the broader market sentiment amid the promotional efforts and industry developments coinciding with the highly visible and costly advertising event of the Super Bowl.
Among the media companies set to benefit financially, Comcast Corp (NASDAQ: CMCSA) stands out not only as the rights holder for the game’s broadcasting but also as a promoter of its own slate of upcoming films during the commercial breaks. The company is slated to showcase trailers for summer releases as well as movies scheduled for earlier dates in the spring.
Confirmed and reported movie trailers slated for the Super Bowl broadcast include:
- "Scream 7": from Paramount Skydance (NASDAQ: PSKY), releasing in theaters February 27
- "Hoppers": from The Walt Disney Co (NYSE: DIS), set for March 6
- "Super Mario Galaxy Movie": a Comcast offering, with a theatrical debut of April 1
- "Michael": the Michael Jackson biopic from Lionsgate Studios (NYSE: LION), premiering April 24
- "The Mandalorian and Grogu": from Disney, to be released on May 22
- "Disclosure Day": another Comcast production, scheduled for June 12
- "Toy Story 5": from Disney, arriving June 19
- "Minions 3": another Comcast animation, in theaters July 1
Major Studios Invest Heavily in Super Bowl Trailers
Disney and Comcast are the primary entities investing heavily in the Super Bowl advertising inventory through multiple movie trailers. Comcast leverages its ownership of broadcasting rights to not only generate ad revenue but also to advance its film releases, some of which debut several months post-game. Disney maintains its status as a frequent advertiser during this event, strategically positioning trailers for major franchises.
Disney is expected to roll out the first theatrical Star Wars film trailer in some time, alongside ads for "Hoppers" and "Toy Story 5." However, despite its multiple showings, Disney does not plan to feature trailers for its anticipated Marvel franchise titles such as "Avengers: Doomsday" or "Spider-Man: Brand New Day," the latter being a collaboration with Sony Group Corp (NYSE: SONY). Notably, Sony has elected not to air any movie trailers during the Super Bowl broadcast.
Among the less predictable choices is Lionsgate Studios' "Michael," a biographical picture about Michael Jackson. According to reports, this marks Lionsgate's return to Super Bowl advertising since 2016’s "Gods of Egypt." The decision to place a trailer for this highly anticipated music biopic during such an expensive and prestigious advertising window suggests considerable confidence in the film’s potential.
In addition to Sony, Warner Bros. Discovery (NASDAQ: WBD) will also abstain from airing movie trailers during this year’s game. Fans anticipating a "Supergirl" trailer may instead find it during the "Puppy Bowl" broadcast on Animal Planet, an alternative program airing concurrently.
Context From Previous Year’s Movie Trailers
Last year’s Super Bowl advertising slate featured trailers for titles such as "Mission: Impossible – The Final Reckoning," "Lilo & Stitch," "How to Train Your Dragon," "Thunderbolts," and "M3gan 2.0." Several of these films achieved remarkable box office success domestically, with "Lilo & Stitch" ranking second and "How to Train Your Dragon" placing ninth among the top-grossing movies.
In last year’s broadcast, some movie trailers secured prominent early slots. The trailer for "The Final Reckoning" aired immediately following the National Anthem advertisement break, while "Lilo & Stitch" was shown right after the coin toss, indicating movie studios’ strategy to capture viewers’ attention before kickoff.
Given the premium cost of commercial spots, the movie companies investing in Super Bowl advertising today are making substantial bets on the promotional impact such extensive viewership can generate for their films slated for release in the coming months.
Stock Market Snapshot
The stocks of key companies mentioned reflect mixed market movements around the time of Super Bowl LX coverage. Comcast Corp trades near $30.86, marginally up. Lionsgate Studios is modestly down to $8.82. Disney shares have declined slightly to $104.63. Paramount Skydance is lower at $10.40, while Sony Group shows positive momentum with a 2.45% gain, trading close to $21.76. Warner Bros. Discovery's shares dipped marginally to $26.69.
These figures highlight the broader market sentiment amid the promotional efforts and industry developments coinciding with the highly visible and costly advertising event of the Super Bowl.