Does the SuperBowl TV spot still carry the same weight it did 20, or even 10 years ago?
, which respectively took an action-packed, and melancholy approach. But these are films that already have a built-in audience. As much as we expect and look forward to these Super Bowl teases, like this year’s, the box office numbers are likely only slightly influenced, if at all, by Super Bowl attention given the money spent on them and the production budgets of many of these films.
Today, you can catch the trailer for Black Widow ahead of almost any movie in theaters, and if you’re a frequent movie goer, you can have it memorized by now. But there was a time when the only footage of an eager young fan like myself could get was during a game. Departing from the Super Bowl for a moment, I remember watching an episode of teaser was going to premiere during the airing, and I had no idea when I’d be able to see that footage again, if ever.
As much as the big summer blockbusters dominate the Super Bowl conversation, my favorite TV spots, the ones that still work like events despite their online presence, are the reveal of a film no one knows is coming or what to expect from it. J.J. Abrams’ Bad Robot has excelled at this feat.
As ad costs, and production and marketing budgets increase, we expect studios to eventually adjust the way they approach Super Bowl ads. Change is a slow process, particularly at the studio level, but without a clear and agreed upon impact on the box office, particularly for movies already considered to be an event, Super Bowl TV spots seem destined for a new strategy, one that creates a memorable experience in the online era where live-viewing comes second to replays.
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