Several studios unveiled Super Bowl spots for their tentpole films. Neither Fox nor Sony had plans for the Super Bowl media blitz, despite having "Wolverine" and "White House Down" in their pipelines, respectively. Warner Bros. also stayed away from game day, with no "Great Gatsby" footage planned.
Paramount had a pre-game 30-second teaser of Brad Pitt's "World War Z" prepped (watch below), while J.J. Abrams' "Star Trek Into Darkness" got a 30-second spot in the second quarter.
Universal revealed a frenetic first trailer for Justin Lin's "Fast & Furious 6," one of three spots featuring popular Dwayne "The Rock" Johnson. He also appears in Summit Entertainment's "Snitch," co-starring Susan Sarandon, and he's also terrific in a dsytopian "Got Milk" milk commercial directed by Peter Berg ("Battleship"). It looked expensive.
Paul Rudd and Seth Rogen also star in a mock Super Bowl advertisement for Samsung (below); it's not a movie advertisement, just the two comedians goofing around.
Disney pulled out all the stops: a 90-second spot for "The Lone Ranger" (below), a 60-second spot for "Iron Man 3," and a super-pixelated new ad for "Oz the Great and Powerful" (below along with the new "Witches" TV spot). They must be trying to drum up male interest for a VFX-packed Sam Raimi flick with primary femme appeal.
Meanwhile, PRNewser's poll on Super Bowl ads asks whether leaked footage, sneak peeks or even the full spot released ahead of time is actually advantageous for the studios and companies shilling their wares. NBC marketing execs are taking the "all buzz is good buzz" stance, while an expert interviewed by the NYT argues that leaks kill the element of surprise and give viewers less reason to tune in.