It costs $5 million to air a 30-second TV spot during the Super Bowl LIII broadcast, which should give an idea about how important the event's expected 100 million viewers are to advertisers. Airing on CBS, the showdown between the New England Patriots and the Los Angeles Rams will include commercials from for such brands as Pepsi, Pringles and Toyota, and trailers for some of the most highly anticipated Hollywood blockbusters.
Five days away from the Big Game, question marks still hang over many of the films that will be showcased. However, recent history and new reports provide a good idea of which trailers to expect on Super Bowl Sunday, and which are probably wishful thinking.
Fast & Furious Time
The Fast & The Furious franchise has a lot of demographic crossover with the NFL, which is something Universal Pictures has exploited in the past. Every recent film in the franchise has debuted a trailer during the Super Bowl, a tradition that will continue with the upcoming spinoff, Hobbes & Shaw (opens Aug. 2). It also wouldn't be surprising to see trailers for upcoming horror films Happy Death Day 2U (Feb. 13) and Jordan Peele's Us (March 22).
DreamWorks Animation is also expected to drop a trailer for How to Train Your Dragon: The Hidden World (Feb. 22). The final film in the animated trilogy is expected to earn extra buzz following a nationwide sneak preview on Saturday.
Warner Bros. Usually Sits The Game Out
While Warner Bros. has a jam-packed film slate to prom0te, there's little reason to think that we'll see, say, that long-anticipated Shazam! trailer to debut during the Super Bowl. That's because the studio doesn't typically buy air time during the Big Game.
Given the hefty cost of advertising during the broadcast, and the number of companies vying for attention, Warner Bros. may be better off remaining on the sidelines, rather than risk getting lost in the shuffle. So, if you were holding out hope for spots for The LEGO Movie 2: The Second Part (Feb. 8), Shazam! (April 5), Detective Pikachu (May 10), Godzilla: King of the Monsters (May 31) or It: Chapter 2 (Sept. 6), you'll probably be disappointed.
Disney & Marvel Means No Need For Star Wars
Unlike Warner. Bros, Disney frequently uses the Super Bowl to showcase its releases. And with a loaded 2019 slate, ranging from Captain Marvel (March 8) and Avengers: Endgame (April 26) to The Lion King (July 19) and Star Wars: Episode IX (Dec 20), the studio is poised to have its most successful year at the box office to date.
It's possible the two big Marvel Studios films could be promoted during the Big Game, but it's unlikely any trailers would reveal much more than what we've already seen. Reports also suggest that a new trailer for Toy Story 4 (June 21) might premiere during the game. The Pixar sequel has so far only released concept trailers, introducing new characters but little of the story. The Feb. 3 event could change that. Another likely trailer premiere is the live-action Dumbo (March 29) and Aladdin (May 24), for the CGI Lion King.
The elephants in the room (Dumbo excluded) are two major sequels: Frozen 2 (Nov. 22) and Star Wars; Episode IX. Deadline reports that while there has been plenty of internet chatter about a Star Wars teaser during the Super Bowl, that would be highly unusual for the franchise. Solo: A Star Wars Story broke with tradition last year with a 45-second promo ahead of the trailer premiere the next day on Good Morning America; however, that was for a film that opened in May, and not December.
With the release date so far away, Disney reportedly doesn't believe it needs to start advertising the film right away. The same goes for Frozen 2, which Forbes suggests is more likely to premiere in March with Captain Marvel. Besides, with Toy Story 4 arriving earlier in the year, it makes sense for the studio to focus its marketing on the Pixar film, at least for the time being.
It's not uncommon for Lionsgate to purchase ad space during the pregame. It's less expensive than the game itself, yet it's still a good way to gain exposure. Cold Pursuit (Feb. 8), Hellboy (April 12) and John Wick: Chapter 3 (May 17) are all possibilities, although the latter released a trailer just last week.
This will actually be the last Super Bowl that Fox will go all out to promote its films, as Disney's acquisition is expected to be completed as soon as March. Fox doesn't have much to advertise anyway, with Alita: Battle Angel (Feb. 13) and Dark Phoenix (June 7) being the studio's only two major releases for the next several months. It would be surprising for the X-Men sequel to stake out ad space during the game, but Alita seems like a good candidate.
Paramount Pictures earned a lot of attention during last year's game with the premiere of the trailer for its horror film A Quiet Place. So, it stands to reason the studio would try the same tactic with Pet Sematary (April 5). Sony's first major releases of the year, Men in Black International (June 14) and Spider-Man: Far From Home (July 5), have both rolled out trailers in recent weeks, so the odds would seem to be against them making an appearance at the Super Bowl.
Last year proved to be a mixed bag for Netflix, with the trailer for The Cloverfield Paradox drumming up excitement for the film's surprise release, mere hours later. But the movie was critically panned and didn't exactly thrill fans of the franchise. We probably should expect a repeat performance, but it's certainly possible the streaming service uses the event to promote the upcoming third season of Stranger Things (July 4).
Super Bowl LIII will be broadcast live Sunday, Feb. 3, on CBS. Kickoff is at 6:30 p.m. ET.