Does fewer Super Bowl movie spots mean better Super Bowl movie spots?
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Super Bowl movie spots haven’t featured much these past few years besides things getting blown up, as though one has wandered from the (semi) wit of beer and snack food spots smack into Michael Bay’s editing room. In three of the most popular live-action spots last year -- for ‘Transformers,’ ‘G.I. Joe’ and ‘Star Trek’ -- a total of exactly eight lines of dialogue were uttered (and with gems like ‘You don’t stop, you don’t hide, you run,’ Noel Coward it wasn’t).So it may not be the worst thing in the world that we’re seeing fewer ads this year, as only three studios (campaigns for approximately seven movies) splurge on the $3-million buys. Studios instead are relying on the more cost-effective province of Comic-Con and the Web. (Paramount, responsible for all three of the aforementioned spots, has opted for just those avenues for ‘Iron Man 2,’ holding back on a Super Bowl ad for the film despite the massive success of an ‘Iron Man’ commercial two years ago.)
Still, the reaction to the trailers does have a way of foretelling quality and commercial reception, which is why ads for the likes of ‘Shutter Island,’ ‘Alice in Wonderland’ and, possibly, ‘The Prince of Persia’ will be watched closely when the game kicks off momentarily. In the meantime, behold one of the 2009 gems. It’s a low bar; someone, for the love of Peyton, please kick it over.
--Steven Zeitchik
