By Maggie Lange | Thompson on Hollywood February 5, 2012 at 1:05PM
Thirty seconds of Super Bowl screen time will cost an advertiser $3.5 million. In exchange for this pretty penny, that half minute will reach some 111 million viewers. And a catchy TV spot will go viral and far outshine that number. Stay tuned for UPDATED videos posted below.
In John Hughes' 1986 "Ferris Bueller's Day Off," the only thing the mischievous teenager wants is a car. In Honda's Super Bowl commercial, an aged Ferris Bueller is granted his wish. Matthew Broderick returns as the artful prankster, skipping a day of work to play in his Honda CRV. After a tease of ten mysterious seconds leaked online, Honda decided to release the full commercial -- which as of this writing has more than 11 million hits (posted below).
So far Honda is driving the most pre-Bowl buzz with its Ferris Bueller reprise and a spot featuring Jay Leno and Jerry Seinfeld vying to own the first Acura NSX. Yes, things have taken a turn for the absurd: commercials now have teasers -- Mashable has a list of the top ten teasers shared in anticipation of the Super Bowl commercials. The trailer for Relativity's upcoming Army movie "Act of Valor" out February 17 is among the top ten passed around.
But some advertisers want to keep their audience guessing. Disney's "John Carter" teaser promises viewers of the commercial on Game Day a chance to win Super Bowl tickets for 2013 if they decipher a secret code. Disney also released a teaser for their TV spot for Marvel's "The Avengers" (May 4, 2012).
Taking a cue from Disney, ticket-selling service Fandango's ad entices viewers to tune into the game in order to win a reward. Fandango teamed with Universal to promote the summer action-adventure flick, "Battleship." The end of the commercial will feature a tag that directs viewers to a Fandango mobile app where they can follow "Battleship" showtimes and enter a contest to win free movie tickets for five years.
Universal also released an eight-second teaser for their Super Bowl spot for "Transformers: The Ride," an upcoming theme park under construction at Universal Studios in Hollywood.
Lionsgate has not kept a secure lid on its features. A new "Hunger Games" trailer set to premiere during the Super Bowl pre-game show was leaked. "Hunger Games" premieres March 23, 2012.
Paramount will show two Super Bowl ads for upcoming releases: Sacha Baron Cohen's upcoming spoof, "The Dictator" (May 11) and sequel "G.I. Joe: Retaliation" (June 29), starring Channing Tatum, Dwayne Johnson, Ray Park and Bruce Willis.
As for the impact of movies on commercials, "Twilight" also boasts an influence, maybe not among football fans, but Audi knows its audience. The parody below features hip teen vampires flirting around a bonfire in the woods, complete with a killer twist.