Monday, 7 February 2011

Top 5 Movie TV Spots from the Superbowl

So the Superbowl is over and that means loads of this summer’s blockbuster movies have new footage spreading all over the net. There were over fifteen movies that got TV Spots at the Superbowl, but 7 that I was really interested in seeing, these were: -

Captain America
Transformers: Dark Of The Moon
Pirates 4
Thor
Battle: Los Angeles
Super 8
Cowboys & Aliens

So being a blog that looks at movies and marketing I thought I’d write a bit about each one and then rate my Top 5 of the Superbowl Movie TV spots in terms of promotional content. When looking at these I think it’s crucial marketers play to the strengths of a 30second clip rather than try to cram too much into such a short space of time and end up with a jumbled mess of flash cuts. So let's begin...

Captain America
Our first glimpse of The First Avenger’s journey to the Big Screen... Whereas a lot of the other TV spots basically ended up being condensed versions of their “previously released” trailers (which makes it a lot easier for marketers to sell to an audience when they already have a basic understanding of the premise of the film and therefore they can get away with a few extra money shots to get everyone pumped!) the CA spot really had a lot to do by introducing the story/character and including some action to get the viewers excited.

So with that in mind I thought it looked good (especially with the SFX of Chris Evan’s super skinny at the start), but it was far too brief and think the best thing Marvel can do is release the full-length trailer pretty soon to elaborate on this initial set-up.

Transformers: Dark Of The Moon
Despite the blatant copy of an Inception style repeat siren playing throughout its duration, this is how you promote a big budget summer blockbuster in 30 seconds. No dialogue, no story, just a string of drawn out money shots. This excites and intrigues the viewer and also lives up to its name as a tease by giving away no story elements.

My only problem with this is that the Transformer movies always have these awe-inspiring trailers that make the movie look incredible (and I’m trying not to fall for it again) but then the finished film ends up being extremely disappointing and full of toilet humour. Let’s hope in this case, the tone set by the trailer is the tone of the movie.

Pirates 4
Disney seems to be the only studio to release an extended version of the spot on the internet after it played on TV (which I think more studios should have done). However, not a lot to say about this, it looks like a lot of the same but with surprisingly few CGI based effects which the 2 sequels were full of (despite what many say I quite enjoyed this aspect of the sequels so upset to see it missing).

Thor
Basically a short version of the trailer with some additional dialogue, still really enjoyed this though. Looks quite different to the type of super-hero movies we’ve previously seen on the big screen so interested to see where this leads and can’t wait for a new trailer to be released soon.

Battle: Los Angeles
I'm probably a bit biased when it comes to this as I cannot wait for this film, it looks spectacular and they got this spot on, lots of money shots and they got across the basic idea of the film (aliens attack LA) with one line of dialogue in voice-over.

Super 8
Evoking the classic 70/80s style of Steven Speilberg films (ET and Close Encounters), very little is given away, we have a few new effects shots but not much else and so the mystery continues...

Cowboys & Aliens
Playing more on the names of Daniel Craig and Harrison Ford and again producing a shorter version of the teaser trailer but with a few more money shots this was still one of my favorite TV spots. Hopefully most people will put aside the "silly" name and really get behind this as it looks great and could be pretty orginal.

Well with all that said, I guess I’d have to rank the Superbowl TV spots as: -

5. Captain America
4. Thor
3. Battle: Los Angeles
2. Cowboys & Aliens
1. Transformers: Dark of the Moon (I know the film may end up being bad, but Michael Bay sure knows how to produce a well constructed teaser!)

And finally where were the adverts for Xmen: First Class and Green Lantern???

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