In terms of live television events, nothing beats the grandeur of the Super Bowl. Year after year, it outranks other programs in television ratings, with the top 10 most-viewed broadcasts being Super Bowls themselves. This makes the Super Bowl an ideal venue for advertisements, and studios have indeed capitalized on this opportunity. Films such as Independence Day and The Mummy experienced a boost in box office returns due to their eye-catching Super Bowl advertisements. Even in 2024, the top four highest-grossing films – Inside Out 2, Deadpool & Wolverine, Wicked, and Despicable Me 4 – aired Super Bowl spots, demonstrating that the event retains its value in the television realm.
2025’s Super Bowl LIX in New Orleans featured a thrilling replay between the Kansas City Chiefs and the Philadelphia Eagles, a game that could well become a legendary Super Bowl. The Eagles secured an impressive victory, while Kendrick Lamar’s electrifying halftime performance made it a night to remember. Notable studios such as Paramount Pictures, Universal Pictures, Disney, and Apple showcased trailers for their upcoming films, although Sony Pictures, Lionsgate, and Warner Bros. decided not to participate in this year’s big game. The Super Bowl movie advertisements of 2025 were relatively subdued compared to previous years, with many trailers using pre-released footage. Here’s a rundown of all the TV spots for upcoming films, ranked.
9
‘Jurassic World Rebirth’
July 2, 2025
Fans got a sneak peek at “Jurassic World: Rebirth” five days prior to the Super Bowl, but the trailer didn’t garner as much attention as the teaser for “The Fantastic Four: First Steps,” which was unveiled the day before. Universal Pictures is banking on “Jurassic World: Rebirth” to be among their top films of 2025, and they’ve placed it in the highly coveted Fourth of July weekend slot. The Super Bowl spot was a truncated, 30-second version of what had been previously shown, which may have left fans feeling underwhelmed.
If the 30-second preview of “Jurassic World: Rebirth” had been the initial glimpse for viewers, and if a full trailer was scheduled for release later in the week, similar to how Disney showed “Solo: A Star Wars Story” for Super Bowl LII in 2018 (the year the Philadelphia Eagles played), it could have been more thrilling. Unfortunately, instead of presenting new footage or an impressive concluding shot that would stir conversation among audiences, this teaser merely repeated what had already been shown, making it seem underwhelming. Fortunately, Universal Pictures chose to broadcast it during the pre-game rather than during the main event.
8
‘How To Train Your Dragon’
June 13, 2025
Even though it’s been just 14 years since the initial release of “How to Train Your Dragon,” DreamWorks and Universal Pictures are reimagining this classic film, planning to release it as one of their main summer movies for this year. The teaser trailer that aired in November prior to “Wicked” primarily reenacted the memorable scene where Hiccup (Mason Thames) first encounters Toothless, but the Super Bowl ad offers a clearer glimpse into fresh footage highlighting the stunning live-action flight scenes.
The primary concern with the latest trailer for “How to Train Your Dragon” mirrors that of the teaser: it seems like it’s reproducing scene-by-scene the animated movie. This produces an unsettling feeling, known as the uncanny valley, where realistic sets collide with costumes that look overly synthetic, while the dragons maintain their cartoonish aesthetics. However, what makes this film intriguing is the promise of stunning aerial sequences, which were a standout feature in the original movie and made it a must-see in 3D. We eagerly await a new trailer for “How to Train Your Dragon,” due out on Wednesday, hoping it will clarify why this fantastic animated production necessitated a live-action remake.
7
‘Smurfs’
July 18, 2025
Fans caught their first glimpse of the upcoming Smurfs film during the week before the Super Bowl, but the teaser added an extra layer of enjoyment by playing with viewers’ assumptions. Instead of being a concert announcement as suggested by Rihanna’s popular song “Don’t Stop the Music”, it turned out to be a sneak peek at the new Smurfs movie. Rihanna has taken on the role of Smurfette, joining the likes of Katy Perry and Demi Lovato who have previously voiced these beloved characters, continuing the trend of popular musicians lending their voices to the Smurfs.
The Smurfs in this upcoming movie don’t seem to offer anything new, as the trailer seems to combine elements from the 2011 film “The Smurfs” and the 2017 film “Smurfs: The Lost Village.” Yet, the trailer itself was an entertaining marketing effort – a light-hearted, amusing diversion, much like a Super Bowl commercial. It’s clear some creativity went into creating that ad.
6
‘M3GAN 2.0’
June 27, 2025
Near the closing moments of the game, spectators might have been taken aback by an advertisement showcasing Chappell Roan’s “Femininomenon”. At first glance, it appeared to be connected to the renowned music artist, but upon closer inspection, it turned out to be none other than beloved cybernetic assassin Megan (or M3GAN for short), reenacting the viral dance from the original movie in a commercial promoting her sequel, “M3GAN 2.0”.
Previously, the same teaser trailer for “M3GAN 2.0” was shown at the Grammys, where Kendrick Lamar was prominent. However, airing it during the Super Bowl, reaching millions of viewers who might not have seen the initial showing, was a clever move by Universal Pictures to maximize their teaser investment. Moreover, its position towards the end of the game, when most movie trailers had already been shown, added to the surprise factor. Interestingly, horror movies don’t usually get Super Bowl spots, but Universal Pictures seems to have high hopes for “M3GAN 2.0” as a potential blockbuster summer release.
5
‘Novocaine’
March 14, 2025
The upcoming movie titled “Novocaine” is one of the original films that took a bold step by featuring a Super Bowl advertisement. Starring Jack Quaid, Amber Midthunder, and Jacob Batalon, the Super Bowl ad for “Novocaine” mainly served to acquaint the general public with this relatively unknown film since it doesn’t have the same level of recognition as blockbusters like “Jurassic World: Rebirth” or any Marvel productions.
This new trailer leans heavily on footage we’ve seen before, but it does an excellent job of highlighting the unique concept and heart-pounding action that comes from a character who doesn’t feel pain. Although it might not have the same punch as a big Super Bowl commercial, it was shown during the pre-game, which is still quite impressive. The film, Novocaine, carries the spirit of the high-concept blockbusters that once ruled the movie scene, so its appearance at the Super Bowl felt like a refreshing throwback to the past.
4
‘Lilo & Stitch’
May 23, 2025
In a unique twist on its original marketing strategy, the upcoming live-action remake of Lilo & Stitch is incorporating a fresh take. Unlike placing Stitch in recreations of Disney’s live-action films to exhibit his mischievous nature, as was done with the original campaign, this time, they’re inserting him into themed advertisements instead. So far, these themed ads have been restricted to Disney releases, such as the teaser trailers shown before Moana 2 and Mufasa: The Lion King. Now, Stitch has made an appearance during the Super Bowl.
Following the coin flip, the broadcast switched to a commercial intermission. Anyone who had closed their eyes during that brief moment might have been taken aback by what seemed like real-time footage of a football field, with reporters frantically discussing some creature running amok on the field. The camera swiftly zoomed in to unveil Stitch, causing just the kind of pandemonium one would anticipate from him. With “Lilo & Stitch” still three months away and no real footage from the film released yet, Disney is taking an innovative and entertaining route for promotion. They recognize that viewers will probably watch “Lilo & Stitch” regardless, being already acquainted with the plot, so they’re opting for a more lighthearted promotional strategy. If people weren’t aware of the live-action “Lilo & Stitch” before, they likely are now.
3
‘F1’
June 27, 2025
The Super Bowl signifies the conclusion of the football season, and a sneak peek for F1 (the follow-up directed by Joseph Kosinski, known for Top Gun: Maverick) shifts attention towards Formula One racing. Although it wasn’t shown as part of the official Super Bowl broadcast, Apple unveiled the trailer a few hours prior to the game, making it qualify as a Super Bowl ad indirectly since it was meant to draw attention alongside other significant trailers. The film, titled F1 and starring Brad Pitt, offers an enticing preview with its thrilling race sequences at the forefront.
In a unique twist during this year’s Super Bowl, only two movie advertisements, “F1” and “Novocaine,” showcased original films not derived from previously established intellectual properties. The captivating race footage of “F1” has given it a slight advantage in standing out among viewers. Despite Apple’s recent setbacks with box office flops like “Killers of the Flower Moon,” “Argylle,” and “Fly Me to the Moon,” there’s hope that “F1” could be the unexpected success that revitalizes their cinematic fortunes.
2
‘Mission: Impossible – The Final Reckoning’
May 23, 2025
Why did Jurassic World: Rebirth receive lower ratings compared to Mission: Impossible – The Final Reckoning, despite both not having any new footage? This might be due to the fact that Mission: Impossible – The Final Reckoning created a unique advertisement, not just a shorter version of an earlier trailer. Instead, it used the same footage in a way that made it stand out. The trailer has a compelling atmosphere and its somber tone hints strongly that this will be the last installment in the series.
In the movie “Mission: Impossible – The Final Reckoning”, one advantage it had was its skillful editing. During the 30-second trailer, the aspect ratio adjusted to match the rising intensity and scope of the action, reaching a full-frame shot highlighting the IMAX grandeur of Tom Cruise’s Ethan Hunt hanging from a biplane. This preview subtly conveyed to viewers that this film was intended for the big screen, particularly IMAX. Moreover, before the game began at Super Bowl LIX, Tom Cruise’s introduction, urging the Eagles and Chiefs to “conquer the impossible”, added a significant impact, giving “Mission: Impossible” a strong presence from the start of the event.
1
‘Thunderbolts*’
May 2, 2025
To quote Red Guardian from the first Thunderbolts* trailer, “That’s what I talk about!”
Absolutely, the Thunderbolts’ Super Bowl advertisement hit the mark for what fans expect from a Super Bowl ad. It aired a 30-second broadcast teaser, hinting that the complete trailer could be found online. Following closely on the heels of The Fantastic Four: First Steps trailer, which was popular last week, and before the release of Captain America: Brave New World, this 2 minutes and 23 seconds trailer is set to play in cinemas prior to that movie’s premiere.
The trailer for the “Thunderbolts” movie is exciting, and the song “Nothing’s Gonna Stop Us Now” by Starship adds to the anthemic feel for this band of unconventional heroes. It directly addresses fans’ worries about the absence of the Avengers in the MCU, with Yelena Belova addressing a common criticism when the team was first announced – pointing out that this squad of super soldiers and spies mostly specialize in “punching and shooting.” Instead of sidestepping this issue, the movie embraces it, presenting the “Thunderbolts” as true underdogs battling a more formidable enemy. Although it doesn’t confirm Lewis Pullman’s character as The Sentry, fans get brief glimpses of him in the trailer, demonstrating his immense power and danger.
The film titled “Thunderbolts” seems to aim at recreating the engaging camaraderie that viewers have enjoyed in the movies like “The Avengers” and “Guardians of the Galaxy.” This could mark a thrilling commencement to the summer movie season.
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2025-02-11 02:02