Hollywood Studios Size Up Superbowl Ads
by Erik Davis
Following a lackluster showing at the 2007 Superbowl, the major Hollywood studios are gearing up for a major presence at the 2008 Superbowl early next year. Variety reports that Paramount, Sony, New Line, Disney, Universal, Warner Bros. and Fox have all bought air time during the game — with some opting to unspool trailers during the pre and post-game shows. Among the films you’ll see trailers for are Iron Man, Will Smith’s Hancock, Adam Sandler’s Don’t Mess With the Zohan and Will Ferrell’s Semi-Pro — that latter of which will involve a collaboration with Budweiser, which should turn out pretty funny (I picture Ferrell with an afro guzzling Bud or something nutty like that).
Disney isn’t sure whether they’ll be showing a trailer for Pixar’s Wall-E or The Chronicles of Narnia: Prince Caspian, while Universal, Warner Bros. and Fox have not disclosed yet which films they intend to preview. DreamWorks, DreamWorks Animation, MGM and United Artists opted not to buy any air time. I imagine Universal will go with The Incredible Hulk for their trailer, assuming one is finished, and they’ll need this giant stage to jump into the summer marketing ring considering films like Iron Man, Indiana Jones 4 and The Dark Knight are already extremely active with their campaigns. If Universal wants to wash away the bad taste caused by the last Hulk film, they’ll need to get on the ball with this new one and fast. Of course, we’ll find out exactly which trailers will show when the Superbowl airs live on Fox this February 3 (God, just the thought of how many American Idol commercials we’ll have to suffer through is already giving me stomach pains).