It’s this time of year again – when fans and press come together in breathless anticipation of exciting new looks at the biggest films of 2018…with the countless viewers across the U.S. not knowing what hit them.
The above pomposity aside – the Super Bowl still remains the prime night for advertisers to get their products in front of the millions of eyeballs across the U.S. watching. Of course, the major studios have used this to their advantage, taking the opportunity to show off brand new footage from some of their most highly-anticipated releases. And while things seem to have changed – fewer studios buying out the ridiculously expensive airtime, virtually no ‘first looks’, the films being advertised mostly being those in the spring/early summer period – there’s no doubt that the Super Bowl still remains an exciting mark on the movie calendar.
Like last year, we are bringing you a handy guide to what new footage from which films and studios to look forward to at this year’s Big Game on Sunday, February 4 (on NBC – this is where the ad action will be taking place). This post will be regularly updated with the latest announcements, scoops and information as it comes in.
What We Know Is Coming:
Paramount (2x spots)
- Mission: Impossible – Fallout Trailer 1 – Per Tom Cruise himself, it’s coming. The actor has confirmed that the first look at the sequel debuts during the game, with a shorter spot airing on TV, containing a link to the full first trailer online.
- A Quiet Place – Deadline reports that the second slot for the studio is set to go to the John Krasinski (who also directs) and Emily Blunt-starring horror.
- What Not To Expect – Annihilation – Alex Garland’s film out later in February in the States was not mentioned in reports. Given the battle which led to the replacement of an international theatrical release with a drop on Netflix in mid-March, the lack of a spot during the game is unsurprising…
Universal (multiple spots)
NBC, which is airing this year’s game, is a sister network of the studio – and according to Deadline they are set to show multiple spots.
- Jurassic World: Fallen Kingdom spot – more than one spot (or one 90-second piece according to THR) set to air for J.A. Bayona’s sequel according to Deadline’s report. The first Jurassic World with a similar June release date dropped an extended new look at the 2015 game – don’t, however, expect a full trailer just yet…
- Skyscraper Trailer 1 – it’s a surprise given it’s rare to see the first look footage from upcoming films during the Big Game, but there is precedent with Universal, with a peek at Paul Greengrass’ Jason Bourne dropping during the 2016 game. Per Deadline, expect more than one spot for the latest Dwayne ‘The Rock’ Johnson-starring adventure. UPDATE: The full first trailer has now been announced for Sunday.
- Surprisingly not mentioned – Pacific Rim: Uprising and Fifty Shades Freed spots – we expected Universal to use their NBC family relationship to also show these off. The former premiered its latest trailer just a few days ago and already had a spot during a recent NFL game, while Fifty Shades did have a Super Bowl spot in 2015 and is out the weekend following the game.
Disney (multiple spots)
The Mouse House has had a regular presence at the Big Game, with looks at Guardians of the Galaxy Vol. 2 and a full new trailer for Pirates of the Caribbean:
Salazar’s Revenge Dead Men Tell No Tales last year. The studio will have one 30 and one 45-second slot this year according to Deadline, but they are keeping tight-lipped about their plans. However, we can have a crack at guessing what we can expect:
- Solo: A Star Wars Story spot- THR reported that a debut at the game is ‘widely expected’ and now it appears that a 45-second spot will air, teasing a full trailer drop the following morning on GMA.
- Avengers: Infinity War spot – that year’s April/May’s Marvel Studios release, be it a Captain America or Guardians of the Galaxy film, has always featured a Big Game spot. Expect a brand new look at footage the Russo Brothers’ years-in-the-making showdown in the form of a TV spot. As for a new full trailer, however? Like Civil War before it, the preceding trailer dropped late November, so don’t expect a substantial new look until late February/early March.
- Outside chances if more spots bought out:
- Black Panther – it’s so close to release that a lack of some sort of presence will be surprising. However, Lexus is airing a tie-in spot for the film.
- A Wrinkle in Time – although Beauty and the Beast didn’t get a Super Bowl spot, you have to admit, the prospect of the first big-budget feature to be directed by a female director of colour getting airtime is one to hope for.
20th Century Fox
Despite earlier reports that the studio, which aired spots for Logan and A Cure for Wellness at the game last year, will not be participating this year, Fox has dropped this tease for a preview of Red Sparrow to air during the game. Will a full new – maybe even red-band – trailer drop online? With that tease (seldom done for just spots), seems very likely.
As we speculated earlier, the Big Game would also be a great opportunity to kick off the countdown to Valentine’s Day, which is when the next Untitled Deadpool Sequel trailer is set to drop. Unfortunately, don’t expect anything from Deadpool 2. Same goes for any other later releases from Fox, such as The Predator, Alita: Battle Angel, and obviously (given it’s so far out) X-Men: Dark Phoenix.
No Deadpool Superbowl ad. But don't worry.
— Rhett Reese (@RhettReese) February 3, 2018
The following haven’t yet been announced by the trades, but are extremely likely based on previous years. When more confirmations go through, they will move into the What We Know Is Coming section.
God ParticleUntitled Cloverfield Movie – Deadline is reporting that there are unconfirmed rumbles regarding Netflix, currently in talks to acquire the film from Paramount, airing a long-overdue first look at Julus Onah’s next installment in JJ Abrams’ anthology franchise. Last year, 10 Cloverfield Lane did air a spot courtesy Paramount, and Netflix also dropped a look at the second season of Stranger Things.
The studio has been a Super Bowl pre-game mainstay in recent years – so there’s a chance you can expect something for Tyler Perry’s Acrimony to drop…
Odds and Ends
- Sony – per Deadline, the studios appears to be sitting this one out despite having spots last year. Understandable, as Sony don’t have anything fitting coming up – Sicario 2: Soldado is their first major release this summer. UPDATE: While the first teaser for Venom has been rated the other day, once again, don’t expect it to make an appearance at the game.
- As Always, No Warner Bros. – unless they somehow change their ‘tradition’ of not having a proper presence at the Big Game, expect nothing for the likes of Ready Player One, Tomb Raider, and certainly nothing for Fantastic Beasts: The Crimes of Grindelwald and Aquaman. This has also been confirmed by Deadline’s report.
Which film are you most looking forward to seeing footage of on February 4? Let us know in the comments! And, as mentioned, we will be sure to update this as more information comes in.