Nowadays commercials airing during the Super Bowl get as much attention as the game, a fact not lost on studio execs. So its no surprise some of summer's hottest-anticipated releases will preview during ABC's broadcast of the game.
To help kick things off, Arnold Schwarzenegger will introduce the matchup between the Tampa Bay Buccaneers and the Oakland Raiders, as well as plug his upcoming movie Terminator 3: Rise of the Machines. Following this will be a premiere of the trailer for the Jonathan Mostow-directed actioner, which Warner Bros. will release this July.
Other previews include a new 60-second teaser for the highly anticipated Warner's sequels The Matrix: Reloaded and The Matrix: Revolutions; a 30-second spot highlighting Universal's comic-book actioner The Hulk for the first time and a 30-second promo for Columbia Pictures' sequel Charlie's Angels 2: Full Throttle.
According to Variety, at an average $2.1 million for a 30-second commercial, ABC's broadcast of the game is commanding 15-20 percent more than in 2002's subdued, post-9/11 atmosphere. The network sold 61 spots, topping the records set in 2000.
Still, for Hollywood, which had a banner year last year in box office and home video sales, spending millions promoting big-budget summer fare during an event that could capture 130 million viewers at one time is well worth the time and money.
"Nerves have healed slightly and sentiments are returning to a degree of normalcy," BBDO Worldwide, New York president-CEO Bill Katz, whose ad firm has secured the most spots this year, told Variety. "Creativity will be pushed to the forefront. There'll be less second-guessing."
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"We are connecting the music world with the world of sport," halftime show producer Joel Gallen told Reuters.