Despite a slight resurgence in viewership for recent award shows, communal live TV watching has not fully recovered to its former glory. The Super Bowl remains the pinnacle of American television events, drawing over 100 million viewers and offering advertisers a unique opportunity to showcase their products. This year, a 30-second ad spot cost a record $8 million, attracting only the biggest companies. Paramount, Disney, Universal, and Warner Bros. were among those who capitalized on this prime advertising space. Meanwhile, Hollywood’s summer slate features numerous reboots and sequels, including Jurassic World Rebirth, Mission: Impossible – The Final Reckoning, and Lilo & Stitch, alongside new ventures like Novocaine and F1.
Hollywood's Reliance on Established Franchises
The film industry continues to lean heavily on established franchises, hoping to capitalize on nostalgia and brand loyalty. This trend is evident in the Super Bowl ads, where several major studios promoted upcoming films that are either reboots or sequels. Paramount showcased Smurfs with Rihanna as Smurfette, while Universal highlighted Jurassic World Rebirth, starring Scarlett Johansson and Mahershala Ali. Despite mixed opinions on these projects, they represent a significant investment by studios looking to attract large audiences. The strategy underscores the ongoing reliance on familiar properties to drive box office success.
In an era where original content struggles to find footing, studios are increasingly turning to well-known characters and stories. Smurfs, for instance, have undergone multiple iterations, moving from Sony to Paramount, with Rihanna taking on the role of Smurfette. The choice of such high-profile talent reflects the studio's ambition to revitalize the franchise. Similarly, Jurassic World Rebirth aims to recapture the magic of the original Jurassic Park series, albeit with a modern twist. The pairing of Johansson and Ali adds star power, but the necessity of this reboot is debatable given the lukewarm reception of previous installments. Nonetheless, the marketing push is relentless, emphasizing the film's potential to draw in nostalgic fans.
Exploring New Talent and High-Stakes Ventures
Beyond established franchises, Hollywood is also testing the waters with new action stars and unconventional concepts. Paramount's ad for Novocaine, featuring Jack Quaid as a man incapable of feeling pain whose girlfriend is kidnapped, showcases the studio's willingness to experiment. Despite the film's modest budget, the expensive Super Bowl placement signals high hopes for its performance. In contrast, Disney's Lilo & Stitch ad stands out for its innovative approach, blending CG elements into a live-action setting. This creative take offers a refreshing change from typical trailers and hints at Disney's broader promotional strategy across its channels.
Another notable entry is Thunderbolts, Disney's latest superhero venture, which teases a team-up of antiheroes. The ad, featuring Julia Louis-Dreyfus as a modified Nick Fury, aims to attract Deadpool fans with a mix of humor and spectacle. Meanwhile, Brad Pitt's F1 promises to deliver an authentic racing experience, leveraging collaboration with Formula One officials and director Joseph Kosinski's expertise. With Apple backing the project, expectations are sky-high, and the film could mark a significant milestone for both Pitt and the studio. These diverse offerings highlight Hollywood's efforts to balance proven formulas with bold new ideas, aiming to captivate audiences during the competitive summer season.