Five Film Commercials Pop at Super Bowl

By Robert Marich
   Feb. 3, 2020-Domestic theatrical movie releases accounted for five of the 62 expensive TV commercials in the Fox Broadcasting telecast of the Super Bowl football game yesterday. That's in line with the four-to-eight slots in the past.
   Movies were joined by some relatively-new media cousins: TV services such as the Disney+ streaming service, which accounted
Disney's live-action Mulan got Super Bowl spot for its March 27 premiere

for another four paid commercials (of course, excluding Fox promoting its owns shows).
   USA Today newspaper’s AdMeter ranked the 62 commercials by audience vote. As reported in the past, audience rankings aren’t necessarily a gage of effectiveness.
   The five movie ads were Disney’s animated “Mulan” (ranked #33 in the AdMeter vote), Disney’s “Marvel’s Black Widow” (#35), Universal’s “Minions: The Rise of Gru” (#37), MGM’s “No Time To Die” (#40), and Universal’s “Fast & Furious 9” (#51). Movie ads typically don’t rate high because they simply present clips from films, and are not over-the-top original productions.
   The TV services included Disney+ (#29), Facebook Groups: Ready to Rock? (#39), Amazon Prime TV series “Hunters” (#50), and short video startup Quibi (#59).  In addition, Hollywood personalities and intellectual properties were injected in other commercials. For example, Audi cars built a commercial (#41) around the “Let It Go” song from Disney’s animated movie “Frozen.”
   Each 30-second in-game commercial is said to have cost $5.6 million each, a hefty sum but it’s for TV’s biggest audience with over 102 million viewers in the U.S. on all TV platforms including Spanish-language and digital.
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