Studios offer a glimpse of blockbusters at Super Bowl
Wednesday 02 February 2011
On February 6, during the most-watched television event of the year in the US, the Super Bowl, Hollywood will grab its 106 million captive viewers to offer a sneak preview of summer films.
Custom-made commercials during the telecast are as anticipated as the American football championship game.
Besides ads for automobiles, beverages and internet companies, film studios have purchased time during the game to promote upcoming anticipated films. The scheduled for the Super Bowl XLV includes ads for:
. Pirates of the Caribbean: On Stranger Tides starring Johnny Depp, Oscar nominee Geoffrey Rush and Penelope Cruz (coming to theaters May 20)
. Animated Western Rango, featuring Johnny Depp (out March 4)
. Limitless, starring Robert DeNiro and Bradley Cooper (March 18)
. Marvel's comic book superhero movie Thor (May 6 )
. J.J. Abrams and Steven Spielberg's alien-invasion film Super 8 (June 10)
. Transformers: Dark of the Moon starring Shia LeBeouf (July 1)
. Captain America: The First Avenger, another Marvel superhero release (July 22)
. Cowboys & Aliens, a sci-fi western with Daniel Craig and Harrison Ford (July 29)
Films not yet scheduled to run ads during the Super Bowl XLV include the Harry Potter finale and The Green Lantern, though they could still buy time.
Ad rates for the Super Bowl run approximately $3 million per 30-second spot. Some studios have opted for spots during the pre-game show at lower rates, for films including:
. Adam Sandler's romantic comedy Just Go With It (due out February 11)
. The Eagle, a Roman epic adventure (February 11)
. Battle: Los Angeles, a sci-fi alien-invasion thriller (March 13)
. Priest, a horror film starring Paul Bettany (May 12)
. Kung Fu Panda 2, the animated sequel featuring Jack Black (May 27)
Airing after the game with some spillover viewership, the musical hit show Glee will air movie spots for comedy Take Me Home Tonight, out on March 4, and the biopic about teen pop star Justin Bieber, Never Say Never, out February 11.
American football fans will watch the Pittsburgh Steelers and Green Bay Packers play at Cowboys Stadium in Arlington, Texas at the 45th Super Bowl for the National Football League championship.
The Black Eyed Peas will perform at half-time for the 2011 game on Fox-TV in the US, Sky in the UK, ESPN in Brazil and Italy and other local networks around the world.
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