Films play in Super Bowl by Marc Graser & Dade Hayes of Variety:
After virtually sitting out last year's game , seven studios have suited up and bought ads to promote their upcoming pics during Super Bowl XLII, set to air Feb. 3 on Fox from Phoenix, Ariz.
...February's matchup will see spots for summer tentpoles such as Paramount and Marvel's superhero entry "Iron Man," Sony's Will Smith actioner "Hancock" and Adam Sandler comedy "You Don't Mess with the Zohan," as well as New Line's Will Ferrell laffer "Semi Pro."
In an unusual move, New Line's ad is a collaboration with Budweiser; Ferrell will appear in character. The sports comedy, in which he plays a basketball player, owner and coach, bows Feb. 29.
Disney said it was still considering which movies to offer, though ",WALL·E" the next toon from Pixar Animation Studios, is a contender, as is "The Chronicles of Narnia: Prince Caspian)."
Universal, Warner Bros. and Fox also have bought time in the game but declined to disclose which films they would push.
...The return of the studios can be attributed in part to Fox rolling out the red carpet for the distribs -- quite literally. Ryan Seacrest will host a pregame special in which he will interview stars from the films that purchased ads. The spots also will appear on a special MySpace page as part of the ad buy.
Yet some studios have been skittish to disclose plans either because they don't want to show their hand to the competish or don't know which pics to slot in the ad spots they've purchased.
Big factor, though, is the rising cost of the ads themselves, which gives marketers pause.
I would think the studios would want to sell their wares on such a big telecast-regardless of cost or what the competition is doing or not doing.
Whatever the case is--I'm glad the long held tradition of selling films during the Superbowl is back.
Does Seacrest really need any more work?