From the moment Dreamworks Animation first announced that it would run a 3D trailer for it’s March release “Monsters. vs. Aliens” during Super Bowl XLIII everyone working in the entertainment industry took notice, especially those in distribution and exhibition. Now that the big game is over and sports pundits have begun recapping every play, marketing experts and the public at large will spend the next several days discussing which Super Bowl commercials worked, which were forgettable and which were downright embarrassing. This year, Dreamworks’ 1:30 second trailer for “Monsters vs. Aliens” will definitely be one of the ads which is hotly debated in regards to whether it helped or hindered the film it was meant to promote, specifically because it aired in 3D.
Certainly the Super Bowl telecast is no stranger to advertising stunts, though not all of them turnout as expected. (remember Budweiser’s Bud Bowl?). Over the years, giving moviegoers a first glimpse of upcoming tent pole releases during the Super Bowl has become an important part of many blockbusters’ marketing campaigns, not to mention one of the most expensive parts. Ads for this years Super Bowl cost USD $3 million for a 30 second spot.
Nobody needs to be told, at least nobody in the United States, that the Super Bowl has become a premiere event for launching advertising campaigns. In fact, it may be the single most important event in the North American ad world each year. During the last four decades numerous memorable television spots first aired during the Super Bowl. In 1973 Master Lock set the bar by firing a bullet through it’s product. Coca-Cola, a perennial Super Bowl advertiser had a huge hit with it’s spot featuring hall-of-famer Mean Joe Green in 1979. Beer commercials, such as Budweiser’s “True” spots, have also been a big hit through years. But by far, the most referenced Super Bowl commercial of all time was Apple’s 1984 ad to introduce the Macintosh computer. The spot, which first aired 25 years ago, is still deemed one of the most successful ads to ever run during the telecast, even though it never even showed the product.
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