With the pandemic ravaging the bottom lines of Hollywood and other media companies, it would be hard to expect the usual amount of pricey Super Bowl ads that we’ve grown accustomed to. HBO Max, Peacock, Apple TV and Netflix are expected to sit this one out, according to Deadline.
Disney, on the other hand, is reportedly going to drop four trailers during the Super Bowl this year.
The estimated cost per ad spot for Super Bowl LV is $5.5 million. So Disney will be dropping $22 million just on Super Bowl ads this year.
Now is probably not a good time to mention their 32,000 Cast Member layoffs. $22 million could’ve paid over 700 Cast Members a $30,000 salary for a year.
Contrast with with other brands, such as Budweiser, that said they’re also sitting this year’s Super Bowl out and is instead spending its money on coronavirus vaccination awareness efforts.
But I digress.
Disney will have two to four trailers, on par with previous Super Bowls.
The studio always likes to keep its Super Bowl blast close to the vest, but it’s quite conceivable we’ll see Marvel fare again, specifically Disney+ trailers for Loki and The Falcon and the Winter Solider and possibly their May 7 summer release Black Widow (which also aired a spot last year during Super Bowl), or the March 5 theatrical and Disney+ premium debut of animated pic Raya and the Last Dragon.
While Raya seems on track to meet its release date, Covid or not, Black Widow may get delayed.
I hear there won’t be any surprises during Super Bowl about Black Widow jettisoning to Disney+. In 24-hour postgame online viewership last year per RelishMix, Black Widow was second at 18.7M views behind F9‘s 110.9M. Mulan, Disney’s second trailer, earned 12.4M views to take third place among movie trailers.
If it couldn’t be any clearer that Disney has shifted its primary focus from theme parks to Disney+ and direct-to-consumer streaming, here it is.
Universal is expected to run a trailer for M. Night Shyamalan’s Old, which is scheduled to drop on July 23. Amazon reportedly will debut a new trailer for Coming 2 America.
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