UPDATING with latest info: At around this time every year, we get fans speculating away over what films will get TV spots and/or new trailers at the Super Bowl. But thanks to recent word coming out from Hollywood trades, the record can be more or less set straight before everyone sits down in front of their TVs (or Twitter if outside the U.S.) on Sunday evening. Below is a handy guise from yours truly for what to expect and – probably more importantly – what not to expect from the various 2017 releases at this Sunday’s Super Bowl broadcast on Fox.
What We Know Is Coming:
Disney (2x spots, films TBC)
The news: Deadline revealed last week that Disney are reportedly airing two spots during the Big Game.
Our expectations: We don’t know what these two spots will be – but we do at least know that a new trailer for Pirates of the Caribbean: Dead Men Tell No Tales is on the way. Akin to The Jungle Book last year, we may get a shorter TV spot aired, with the new trailer dropping online alongside it. As for the second spot, Deadline speculate it could be Guardians of the Galaxy Vol. 2, a great guess given Marvel’s Captain America: Civil War spot last year – but it could also be Beauty And The Beast, which revealed its final trailer on Monday night and has been airing spots during big TV events like the Golden Globes.
Fox (1 or 2 spots, A Cure For Wellness & film TBC)
The news: Per Deadline: they are expecting a spot for Gore Verbinski’s A Cure For Wellness, with a possibility for a second spot going to either Logan or Alien: Covenant.
Our expectations: Logan is a good bet given its early March release and that the trailer campaign is over, while Alien: Covenant seems less likely to us – also bear in mind Prometheus didn’t get a Super Bowl spot either.
Paramount (Ghost In The Shell spot pre-game, Transformers: The Last Knight and Baywatch in-game)
The news: Paramount confirmed to Variety that the studio will run a spot for Rupert Sanders’ Ghost In The Shell before kick-off, and that Michael Bay’s next Transformers will be getting a spot during the game. Both spots for these films, including an extended 1-minute spot for Transformers, have now officially landed online. Also, Dwayne Johnson has been teasing a Baywatch spot for the past few weeks…
Our expectations: Could we see a new (and overdue) full Ghost In The Shell trailer online alongside that spot?
Sony (Life spots pre and post-game)
The news: Deadline are reporting that spots for Daniel Espinosa’s sci-fi thriller Life will ‘bookend’ the game. The spot has been released online now, alongside a brand new trailer.
Our expectations: The trade previously reported that Sony will have one spot pre-game, so it appears Life is the only film they’re promoting. No Spider-Man: Homecoming then, it seems.
Universal (The Fate Of The Furious spot)
The news: Per Variety, Universal have confirmed they’ll run a spot, with Deadline reporting, followed by a confirmation from Dwayne Johnson, that it will be for F. Gary Gray’s The Fate Of The Furious.
— Dwayne Johnson (@TheRock) February 5, 2017
Our expectations: Since we got the first trailer for the 8th Fast and Furious instalment back in late December, don’t expect a brand new longer trailer to drop alongside that spot like Furious 7.
Lionsgate: The studio have for the past few years aired 60-second spots prior to the game – most recently for The Divergent Series: Insurgent and Gods of Egypt. So it wouldn’t be unusual to expect a spot or two from the studio this year – for John Wick: Chapter 2 which opens the following week in the U.S. and/or Dean Israelite’s Power Rangers which recently released a full trailer.
What Not To Expect:
Warner Bros.: It’s traditional at this point – the studio haven’t aired a proper Super Bowl spot for an upcoming release in years (save for some promotional tie-ins like Turkish Airlines last year for Batman v Superman: Dawn of Justice), and per Deadline this year appears to be no different. So don’t expect spots for King Arthur: Legend of the Sword or Wonder Woman or Kong: Skull Island during the game.
First Footage From Upcoming Releases: While there have been some exceptions in recent years (namely Jason Bourne last year and Transformers: Age of Extinction in 2014), studios don’t tend to debut the very first footage from films in the form of Super Bowl spots. We know that Warner Bros. are sitting the game out – so no Justice League first look – but also don’t expect, like some seem to be expecting, a first look at December’s Star Wars: The Last Jedi, which just had its title revealed last week. While some may bring up how for The Force Awakens the first teaser dropped a couple of weeks after the title reveal, that was a different situation, and Kathleen Kennedy said at a recent Rogue One red carpet premiere to not expect footage until the Spring. So, roll on Star Wars Celebration in April…
We will be sure to update this as more news comes in. Are you excited or disappointed with what’s coming during the Super Bowl? Let us know!