In normal times, the Super Bowl is a vital watch for entertainment fans. Advertising space around the Big Game is enormously lucrative and is traditionally used as a platform by movie studios to elevate their most exciting upcoming releases. In truth, though, the level of Super Bowl advertising from Hollywood has been falling for years — surprise Cloverfield debuts aside — and COVID-19 won’t be doing anything to reverse that trend.
Read more: All of the big trailers from Super Bowl 2020
The theatrical release calendar is currently changing faster than a catwalk model’s wardrobe and so it’s understandable that many of the biggest studios are keeping their powder dry and sitting the night out, rather than spending big on a movie that might not see the light of day for months. Notably, last year saw studios promoting Fast & Furious 9, No Time to Die, Black Widow, Top Gun: Maverick and A Quiet Place Part II — all of which remain on the shelf.
With that said, though, there’s still going to be a handful of trailers for movie fans to feast their eyes upon. Here’s what to expect...
Watch: No Time to Die delayed for a third time
Disney always has a presence at the Super Bowl and, more than just about anybody else, they have an awful lot of upcoming movies and TV shows to promote. Deadline has reported that Disney will have two to four slots during the Super Bowl broadcast, with two of those likely to go to upcoming Marvel shows Loki and The Falcon and the Winter Soldier.
The studio has animated feature Raya and the Last Dragon heading to Disney+ via Premiere Access in March, so it’s likely that will also have a presence. Beyond that, it’s possible that we get another look at Black Widow as well, though there are question marks over its 7 May release date.
Universal is reportedly planning just one big reveal during the Super Bowl, with audiences due to get their first look at M. Night Shyamalan thriller Old. The movie looks set to have some sort of time-bending premise, built around the discovery of a dead body on a secluded beach.
Shyamalan has been posting a daily countdown on his Twitter feed, which is due to run out on Sunday just in time for the game. The movie will arrive in cinemas —hopefully — on 23 July.
Amazon is investing a considerable amount of marketing attention and cash in Eddie Murphy comedy Coming 2 America. That’s unsurprising given the streamer shelled out something like $125m (£91m) to acquire the movie from Paramount. A sequel to his 1980s hit, the movie will see Murphy’s Prince Akeem about to inherit the throne of Zamunda. He is forced to return to New York to meet the son he had never been told about.
Warner Bros, Paramount and Sony are currently not expected to air any major spots during the Super Bowl, though there have been online rumours that Venom: Let There Be Carnage could air a first look. Netflix is also worth looking out for. As the Cloverfield incident showed, they’re often keen to play their cards close to their chest.
Watch: Netflix unveils huge 2021 movie slate