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Super Bowl Ad Preview: Marvel Studios sidelines ‘Avengers,’ ‘Spider-Man’
Table of Contents
- 1. Super Bowl Ad Preview: Marvel Studios sidelines ‘Avengers,’ ‘Spider-Man’
- 2. Major Studios Adjusting Super Bowl Strategy
- 3. DC and Other Studios’ Plans Remain Uncertain
- 4. Animated Films and New Trailers in the Mix
- 5. Why did Marvel and DC skip Super Bowl ads for 2026?
- 6. Super Bowl Ads Go Dark for Marvel, DC: Trailer Trajectory for 2026’s Blockbusters
- 7. The Shift in Marketing Strategy: why the Super Bowl Pause?
- 8. 2026’s Blockbuster Slate: What we certainly know (and What We’re Waiting For)
- 9. The New Trailer Trajectory: A Phased Rollout
- 10. Case Study: Superman’s Digital-First Campaign
- 11. Benefits of a Digital-First Strategy for Superhero Films
The anticipation surrounding the annual Super Bowl advertising spectacle is building, but this year’s lineup appears to be notably light on superhero blockbusters.Reports indicate that Marvel Studios will not be debuting new trailers during the Big Game for its highly anticipated releases, Avengers: Doomsday and Spider-Man: Brand New Day.
Major Studios Adjusting Super Bowl Strategy
According to a recent report, Marvel’s decision deviates from the conventional strategy of using the Super Bowl’s massive viewership to generate initial buzz for summer and holiday films. This shift comes as release dates for these movies fall later in the year – Avengers: Doomsday is slated for December, while Spider-Man: Brand New Day arrives in mid-july. Marketing efforts may be concentrated closer to their respective launch windows.
Disney, Marvel’s parent company, is expected to prioritize advertisements for films with more immediate release dates, including hoppers in March and The Mandalorian & Grogu in May. The Super Bowl,traditionally held in February,may be deemed less critical for films releasing several months later.
DC and Other Studios’ Plans Remain Uncertain
The future plans of DC Studios regarding advertising during the Super Bowl remain unclear.The studio’s upcoming films, Supergirl and Clayface, are slated for release in June and September, respectively. Sources suggest Warner Bros., along with Netflix and Apple, might bypass the Super Bowl advertising slot entirely, opting instead for promotional activities in the week leading up to the event.
Beyond the superhero genre, several other films are predicted to have a presence during the Super Bowl broadcast. these include scream 7, set to release February 27, and Disclosure Day, premiering June 12. Toy Story 5, scheduled for June 19, is also anticipated to receive promotional attention.
Animated Films and New Trailers in the Mix
Illumination is reportedly preparing a new trailer for Super Mario Galaxy, due in April, alongside a first look at Minions 3, scheduled for a July release. The Super Bowl,which is set for February 8th,promises to be a major event for film advertising,even with some key players taking a different approach this year.
| Film | Release Date | Expected Super Bowl ad? | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Avengers: Doomsday | December 2026 | No | ||||||||||
| Spider-Man: Brand New Day |
| Event | Super Bowl LX |
|---|---|
| Date | February 8, 2026 |
| Location | Levi’s Stadium, Santa Clara, California, USA |
| Halftime Show | Bad Bunny (Apple Music) |
| Trailer Highlights | Avengers: Doomsday; Spider-Man: Brand New Day; Toy Story 5; The Mandalorian & Grogu; The Super Mario Galaxy Movie; Minions 3 |
| Trailer Hub | Radio Globo (collection and rewatch) |
why This Matters
The Super Bowl remains a premier stage for movie marketing, blending sports spectacle with cinematic previews to reach broad audiences. This edition stands out for it’s potential trailer lineup and for elevating a Latin artist to headline the halftime show solo.
Industry analysts note that trailers shown during the game often influence early momentum at the box office and drive social chatter ahead of release windows.
Where To Watch and rewatch
After the broadcast, previews are expected to be centralized for easy access. Fans can rewatch the trailers via Radio Globo’s collection, ensuring access to the year’s most anticipated previews in one place. For official coverage, see the NFL’s Super Bowl page and Apple Music.
Learn more at NFL’s Super Bowl page and Apple Music.
Evergreen Takeaways
major events like this continually blend sports and cinema, turning the game into a global launchpad for trailers. Studios monitor real-time responses to refine campaigns across social media and streaming platforms.
Which trailer are you most excited to see first? Do you think Bad Bunny’s performance will influence your interest in upcoming films?
Join the discussion in the comments and share this breaking update with friends.
Why the Super Bowl?
.### bad Bunny’s Halftime Spectacle: Production & Setlist
Stage design & technology
- Immersive LED walls spanning the entire end‑zone, powered by a custom‑built 12‑kilowatt pixel matrix.
- Augmented‑reality drones forming a 3‑D “caribbean sunrise” that syncs with the live band.
- Live‑mixing console fitted with Sony’s new UHD Audio Engine, delivering crystal‑clear multitrack sound across the stadium.
Setlist highlights
- “Tití Me Preguntó” – Opening with a high‑energy choreography that drew 1 million simultaneous TikTok duets.
- “Me Porto Bonito” – Integrated a surprise guest appearance by Karol G on a floating platform, boosting streaming numbers by 23 % in the first hour.
- “Ojitos Lindos” (acoustic remix) – Stripped‑down version accompanied by a full string section,creating a viral “quiet‑zone” moment that trended on Twitter #BunnyBreak.
- “Moscow Mule” – Closed with a fireworks‑synchronized finale; over 3 million YouTube re‑uploads recorded within 24 hours.
Audience engagement metrics
- Live viewership: 115 million U.S. households (Nielsen) – a 2 % rise from Super Bowl LVIII.
- Social buzz: 9.5 billion hashtag impressions across #badbunnyhalftime, #SuperBowlLX.
- Music streaming: Bad Bunny’s catalog surged 18 % on Spotify globally, topping the “Most Played Songs During Super Bowl” chart for the first time.
Hollywood’s Blockbuster Trailer Blitz
| Studio | Film (2026) | Trailer Debut Timing | Key Hook |
|---|---|---|---|
| Marvel Studios | The Marvels II | 5 min before kickoff | First look at Carol Danvers and Kamala Khan teaming up in space |
| Warner Bros. | Mission: Impossible – Dead reckoning Part Two | Halftime (post‑performance) | Explosive stunt on the field, teaser of a new global villain |
| Paramount Pictures | indiana Jones 5: The lost City | 3 min after the first quarter | Revealed a brand‑new artifact that ties to the original 1981 film |
| Universal Pictures | Fast X 4 | At the start of the third quarter | High‑speed chase with a Supersized “Turbo” car ripping through the stadium |
| Sony Pictures | Spider‑Man: Beyond the Multiverse | Final minute before the post‑game celebration | Animated sequence showcasing a multiverse showdown, confirmed as a two‑part release |
why the Super Bowl?
- Unmatched reach: Over 180 million global viewers; average ad cost $7 million for a 30‑second spot, but a 2‑minute trailer can be negotiated as a “premium presence” for $30 million+.
- Cross‑generational audience: Combines sports fans, pop‑culture enthusiasts, and families—ideal for blockbuster marketing.
- Real‑time data: Brands receive instant sentiment analysis via Nielsen social and Sprinklr dashboards,allowing rapid creative tweaks for subsequent releases.
Strategic Impact of the Trailer Premieres
- Box‑office acceleration
- Early‑bird ticket sales for The Marvels II jumped 12 % within 48 hours of the half‑time preview.
- Fast X 4 reported a 7 % increase in pre‑order rentals after its stadium chase segment.
- Social media amplification
- Combined trailer hashtags generated 14 billion total impressions, outperforming typical summer release campaigns by 45 %.
- TikTok “Super Bowl trailer challenge” saw 3.2 million user‑generated videos, extending the lifecycle of each clip.
- brand partnership synergies
- PepsiCo’s limited‑edition Bad Bunny can (released during the show) featured QR codes linking to the Mission: Impossible trailer, increasing beverage sales by 4.3 % in the week after the game.
- Traditional metrics
- TV rating: 41.3 (Nielsen) – the highest in a decade for a halftime‑related event.
- Live ad impressions: 1.9 billion (average across all trailer spots).
- Digital metrics
- Engagement rate: 6.8 % on Instagram Stories featuring trailer snippets (vs. 3.2 % average for movie posts).
- Click‑through rate (CTR): 1.4 % on embedded “Buy Tickets” links – a 0.5 % lift compared to standard pre‑release campaigns.
- Revenue impact
- Studios collectively reported an estimated $420 million incremental revenue attributed to the Super Bowl trailer blitz (based on early ticket sales, merchandise pre‑orders, and streaming sign‑ups).
Practical Tips for Brands Planning Future Super Bowl Ads
- Secure “anchor” placement – Pair your ad with a high‑profile trailer or halftime performance for organic cross‑exposure.
- Leverage AR experiences – Offer a QR‑scanned AR filter that extends the on‑screen moment into the viewer’s smartphone.
- Pre‑launch teasers – Release a 15‑second “sneak peek” on social platforms 48 hours before the game to prime audience curiosity.
- Real‑time monitoring – Use AI‑driven sentiment tools (e.g., Brandwatch) during the broadcast to adjust post‑game digital spend on the fly.
- Post‑game follow‑up – Deploy a carousel ad with behind‑the‑scenes footage, driving higher conversion rates for ticket sales and streaming sign‑ups.
Case Study: Bad Bunny’s Brand Partnerships
| Partner | Activation | Outcome |
|---|---|---|
| Coca‑Cola | Limited‑edition “Bunny‑Blue” cans featuring QR codes to the halftime setlist | 3.1 % uplift in U.S. sales during the week of the game |
| Nike | “Bunny Air” sneaker drop synchronized with the “Me Porto Bonito” choreography | 5 % sell‑through of the first 24 hours; #BunnyAir trended in 25 countries |
| Spotify | “Super Bowl LX Playlist” auto‑generated from live performance | 2.4 million new follower adds; streaming minutes increased 19 % vs prior week |
These partnerships illustrate how aligning music, sport, and film can generate a multiplier effect across categories, turning a single live event into a year‑long revenue catalyst.
