December 25, 2009: During Super Bowl XLIII, mixed in with the Bridgestone, GoDaddy and Anheuser-Busch ads, viewers also got a sneak peak at the movies that (mostly) would dominate the big screens that spring and summer. The big movie ad splash belonged to DreamWorks' Monsters Vs. Aliens, which worked with PepsiCo's SoBe for a 90-second 3-D TV spot that covered both marketers (via Arnell) and spilled over into retail, where consumers were directed before the game to find free 3-D glasses. Meanwhile, Paramount had spots for Transformers 2: Revenge of the Fallen, Star Trek and GI Joe (handled in-house); Sony had 30-second spots for Angels and Demons and arguably last summer's biggest bust, Year One (in-house); and Disney had spots for Race to Witch Mountain and with Pixar Up (in-house).
What will Hollywood do during Super Bowl XLIV to up the wattage for spring and summer 2010 releases? Here's a list with a good shot at Super Bowl exposure on CBS on Feb. 7, 2010 (listed in order of scheduled release date):
• Paramount: Shutter Island Mystery directed by Martin Scorese and starring Leonardo DiCaprio and Ben Kingsley. (Feb. 19)
• Disney: Alice in Wonderland gets revision from director Tim Burton, starring Johnny Depp (March 5)
• Warner Bros.: Clash of the Titans, Greek mythology action works well in 30-second spot for Super Bowl audience, with Liam Neesan, Ralph Fiennes (March 26)
• DreamWorks SKG: How To Train Your Dragon, animated young Viking-in-training (Hiccup Horrendous Haddock) befriends a young dragon-in-training. (March 26)
• Disney: The Last Song starring Miley Cyrus in her first role without her Hannah Montana persona. (April 2)
• Paramount: Iron Man 2, storyline picks up six months after the original blockbuster movie story ends, with Robert Downey Jr. and Gwyneth Paltrow back and Mickey Rourke in. (May 7)
• Paramount: Shrek Forever After, brings back Mike Myers and Cameron Diaz, adds Paul McCartney as a deal-making Rumpelstiltskin (May 21)
• Disney: Prince of Persia: The Sands of Time, medieval action-adventure based on the videogame, with Jake Gyllenhaa, Gemma Arterton, Ben Kingsley (May 28)
• Warner Bros.: Sex and the City 2, with the full original cast - and upward of 50% of the viewing audience is female. (May 28)
• 20th Century Fox: The A-Team, update of 1980s TV show, here with a group of Iraq War veterans (in the TV show they were Vietnam vets), led by Liam Neeson, Bradley Cooper, Sharlto Copley and Jessica Biel, banding together to clear their name. Seems as if no Mr. T sightings, though. (June 11)
• Disney: Toy Story 3, with Woody (Tim Hanks), Buzz (Tim Allen), Jessie (Joan Cusack) and all their toy friends, who must survive being left at a day care center. (June 18)
• Warner Bros.: Jonah Hex, an anti-hero bounty hunter and his girlfriend try to save the world from a terrorist and his other-worldly arm, with Josh Brolin, Megan Fox and John Malkovich. (June 18)
• Paramount The Last Airbender Fantasy directed by M. Night Shyamalan. (July 2)
• Columbia: Salt, with Angelina Jolie as a CIA agent with Lara Croft skills who must learn her identity and clear her name. (July 23).