The Super Bowl this year, as it is many years was replete with ads that either advertise films or referenced them. Here’s a quick recap.
Captain America: The First Avenger
This is the first look I’ve really gotten at Captain America. At least in terms of a trailer, this seems like a rather good glimpse at at least some of the highlights of the origin of the character. Playing the tale as a period piece is also likely to work to this film’s benefit.
A continuation of The Fast and the Furious series. This installment takes place in Rio de Janeiro, there will be a Brazilian theme. What is most humorous about this one is that our heroes will drive through favelas and mess up hardened criminals and likely walk out unscathed. Very realistic.
This was, hands down, the best trailer of the night. Oddly enough, esteemed publications like The Hollywood Gossip ran a headline which reads “Super 8 Movie Trailer: What the… ?!?” Now granted the article does admit it’s somewhat excited for the release but why complain about being confused. Super 8 first released an even more arcane teaser months ago and now about four months prior to its release we see a little more. This is how trailers used to work. You see just enough of a film to be intrigued into watching it, instead now sometimes you feel like you watched a whole movie. I finish seeing many and say to myself “That movie sucked.” because I feel like I saw the whole thing. This gives us just enough to want more and I’m even more amped for it than I was before. Bring it on Abrams and Spielberg.
Transformers: Dark of the Moon
Another example of why less is more. The original trailer while it was a little annoying when you found out what it was for was a little more mysterious.Now you see more than before and it gets silly from the get go and that’s just annoying.
While this ad made me giggle because I randomly thought of re-writing the song “War” and inserting “Thor,” it is decent. Not nearly as effective as the theatrical trailer as this one shows some possible chinks in the armor but not bad.
This is literally a film that has been overexposed and again reiterates the brilliance of the Super 8 strategy. I have been seeing trailers and commercials for this for so long I am fatigued of it and the worst part is the concept was only borderline in my estimation to begin with.
Pirates of the Caribbean: On Stranger Tides
Nothing could be less appealing to me than another Pirates film considering that they have fallen off precipitously and I literally fell asleep during the last one, which was fine by me save for the fact that I needed to be woken up because I was snoring. This ad actually presents the film in a better light than does the full-length trailer.
Cowboys & Aliens
This is the kind of film most people already have an opinion on based on the concept. You either think the combination of two disparate entities such as these is ridiculous or inspired. The fact that the director of this film is also responsible for Elf, Zathura, and Iron Man won’t sway you. Aside from the much hyped ‘seeing more of the alien craft’ not much to be gleaned here or to change one’s mind.
Not much to see here. a condensed version of the trailer. The concept has potential but it seems like it gets pushed to extremes. Interesting to note that it’s one of the few films coming out in fairly short order that shelled out the big bucks for a Super Bowl ad. It will be interesting to see what it does.
It’s a short 0:15 spot but even here you get to see some of the unfortunate aspects of the film: Hispanic actors subbing in as Brazilian and inaccuracies of beach life in Brazil such as the overly-large bikini cuts. While there is some promise in the concept of a film about the birds of Brazil it seems like it might not quite hit in this rendition.
Now some websites are mentioning The Adjustment Bureau, Just Go With It, Priest and Battle: Los Angeles, the last one I saw pre-kick-off. Others I didn’t see in-game. Maybe I was on a health break but I only count kick-off to final whistle and those were the ones I counted. Did I miss them?
There were also a few ads inspired by or referencing films such as the Bud Light Product Placement ad, Budweiser Cowboy singing “Tiny Dancer” reminiscent of Almost Famous, Volkswagen Mini-Darth Vader and Hyundai Sonata a bit callously referencing silent films.
To see all the ads go here.