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The Super Bowl has established itself as the pinnacle of live televised events, consistently attracting massive audiences and dominating television ratings. Historically, the list of the most-watched broadcasts is a testament to its widespread appeal, with every entry occupied by Super Bowl matches. This colossal viewership provides a unique platform for advertisers, especially movie studios, which have capitalized on the occasion to promote their upcoming films. Notable examples include Independence Day and The Mummy, both of which saw significant boosts in box office performance due to their eye-catching Super Bowl ads. In fact, all four of the highest-grossing films of 2024, namely Inside Out 2, Deadpool & Wolverine, Wicked, and Despicable Me 4, had commercials during the Super Bowl, highlighting the event’s continuing relevance in film marketing.
The highly anticipated Super Bowl LIX held in New Orleans featured an exhilarating rematch between the Kansas City Chiefs and the Philadelphia Eagles. This game is poised to be remembered for its thrilling conclusion and Kendrick Lamar’s electrifying halftime performance. Major studios such as Paramount Pictures, Universal Pictures, Disney, and Apple showcased advertisements for new films, while others like Sony Pictures, Lionsgate, and Warner Bros. opted to sit this one out. Interestingly, the 2025 Super Bowl’s movie advertisements seemed less robust than usual, with many spots consisting of previously released content. Below is a ranking of the Super Bowl film advertisements for the upcoming releases.
9
‘Jurassic World Rebirth’
July 2, 2025
Universal Pictures unveiled its first look at Jurassic World Rebirth just days before the Super Bowl. However, the buzz generated was largely overshadowed by the teaser for The Fantastic Four: First Steps, which was released just a day earlier. Positioned to be one of Universal’s marquee releases of 2025, Jurassic World: Rebirth was strategically scheduled for the Fourth of July weekend. The Super Bowl advertisement, unfortunately, ended up being a condensed 30-second cut of existing footage, lacking new visuals or the excitement typically associated with first looks for highly anticipated films.
If this had been the premiere teaser, followed by a more detailed trailer later in the week, it might have garnered more excitement. Instead, presenting a shorter version of previously seen material, without any dramatic revelations, left many viewers feeling underwhelmed. Thankfully, Universal made an informed choice by airing this spot during the pre-game show.
8
‘How To Train Your Dragon’
June 13, 2025
In an interesting move, DreamWorks and Universal Pictures are remaking the beloved How to Train Your Dragon, merely 14 years after the original’s release. Featuring prominently this summer, the film’s teaser that premiered ahead of Wicked effectively captured the iconic opening scene. The subsequent Super Bowl spot offered viewers glimpses of spectacular flight sequences, now rendered in live action.
However, a lingering concern is that the trailer appears to closely mimic the animated classic’s scenes, creating an unsettling effect as the realism in the settings clashes with the cartoonish design of the dragons. While the remarkable flight visuals remain a significant draw, audiences are eager for clarity on why a live-action adaptation is warranted. A new trailer set to release soon promises to shed light on this remake’s unique value.
7
‘Smurfs’
July 18, 2025
Before the Super Bowl, audiences were already treated to a teaser for the new Smurfs film. A playful marketing strategy was employed, utilizing Rihanna’s popular track Don’t Stop the Music to create the illusion of a concert announcement before revealing it as part of the film promotion. Rihanna voices Smurfette, continuing the trend of pop musicians lending their voices to animated characters.
Critics are wary about the film itself, as the trailer seems to recycle elements from previous films like The Smurfs and Smurfs: The Lost Village. However, the promotional strategy succeeded in capturing attention—a creative and entertaining approach fitting for a Super Bowl ad.
6
‘M3GAN 2.0’
June 27, 2025
In an unexpected twist during the game, an ad featuring Chappell Roan’s catchy single, Femininomenon, initially left viewers puzzled. It swiftly transitioned to showcase M3GAN (short for M3GAN), the notorious synthetic character, choreographed to the viral dance from her debut film in a teaser for M3GAN 2.0.
This ad mirrored the teaser shown a week earlier at the Grammys, yet airing it during the Super Bowl positioned it to reach a massive audience that might have missed its earlier debut, enhancing its effectiveness. Unique for a horror feature, this placement during a high-profile event reflects Universal’s strong belief in M3GAN 2.0 as a potential summer sensation.
5
‘Novocaine’
March 14, 2025
Novocaine stands out among the Super Bowl’s film spots as one of the few original projects taking full advantage of the event for promotion. With a promising cast including Jack Quaid, Amber Midthunder, and Jacob Batalon, the advertisement primarily aimed to introduce the film to those unfamiliar with its premise. Unlike more widely recognized franchises, Novocaine relies on fresh concepts to entice viewers.
Although the content was familiar from earlier trailers, it effectively showcased the intriguing premise; the protagonist’s inability to feel pain generates compelling action sequences. While its overall impact may not rival that of blockbuster films, it felt like a refreshing return to the original story-driven cinema that dominated before the current age of franchise films.
4
‘Lilo & Stitch’
May 23, 2025
The original Lilo & Stitch is remembered for its exceptional marketing, cleverly inserting Stitch into other classic Disney films. Disney’s strategy for the upcoming live-action remake leans into this notion, creating themed advertisements that feature Stitch intermingling with current Disney releases such as Moana 2 and Mufasa: The Lion King. The character also made a memorable entrance during the Super Bowl.
Instead of a typical commercial, viewers were treated to what appeared to be live coverage of a chaotic situation involving Stitch on the football field, embodying the character’s playful spirit. Although no actual film footage was shared, Disney’s innovative marketing approach effectively raises awareness and anticipation for Lilo & Stitch, creating buzz among potential audiences.
3
‘F1’
June 27, 2025
While the Super Bowl traditionally celebrates football, the teaser for F1, directed by Top Gun: Maverick‘s Joseph Kosinski, shifted the spotlight to the high-octane world of Formula One racing. Although not aired during the official broadcast, Apple released the trailer prior to kickoff, effectively associating it with the event. Starring Brad Pitt, the teaser emphasizes the exhilarating speed and breathtaking visuals that characterize the film.
With Novocaine, F1 stands out as one of the few films at the Super Bowl not based on established franchises. Its stunning visuals enhance its appeal, and given Apple’s cautious approach to large releases following recent box office disappointments, there’s hope that F1 might break through as a surprise hit.
2
‘Mission: Impossible – The Final Reckoning’
May 23, 2025
The ranking of Jurassic World: Rebirth in comparison to Mission: Impossible – The Final Reckoning can be attributed to the latter’s well-crafted promotional strategy. Instead of simply truncating an existing trailer, it repurposed footage creatively, resulting in a distinct advertisement. The somber tone hinted at a climactic conclusion for the beloved franchise, creating anticipation for the film’s narrative.
Additionally, the ad skilfully manipulated aspect ratios to enhance the visual experience, culminating in an impressive IMAX-ready shot that showcases Tom Cruise’s Ethan Hunt in a thrilling biplane scene. Coupled with Cruise’s motivational introduction at the beginning of the event, Mission: Impossible – The Final Reckoning established a significant presence throughout the Super Bowl.
1
‘Thunderbolts*’
May 2, 2025
As fans anticipated, the Thunderbolts* Super Bowl ad delivered precisely what viewers hoped for. This 30-second teaser not only aired during the event but also directed audiences to a full trailer available online, generating excitement. The newly released trailer arrives right after the The Fantastic Four: First Steps teaser and just before Captain America: Brave New World, ensuring prominent exposure.
The trailer is refreshingly engaging, featuring the feel-good anthem Nothing’s Gonna Stop Us Now by Starship, which complements the eclectic group of antiheroes. Notably, it addresses viewer concerns over the dwindling presence of Avengers in the Marvel Cinematic Universe, with characters acknowledging their limitations and positioning the Thunderbolts as the underdogs facing formidable challenges. While details about character developments are teased, the trailer effectively captures the spirit that fans enjoy from ensemble superhero tales, marking an exciting lead-up to the summer movie season.
Source
movieweb.com