Hollywood is once again turning the Super Bowl into its most powerful movie-marketing stage of the year. As Super Bowl LX approaches, major studios are lining up trailers for some of their most anticipated releases, betting that no audience delivers attention quite like game day.
According to industry reports, Disney, Universal, and Paramount are expected to dominate the broadcast’s premium commercial slots. Meanwhile, several major players, including Netflix, Apple, Amazon/MGM, and Sony, are sitting this one out entirely, signaling a continued shift in how studios weigh blockbuster visibility against ballooning advertising costs.
Disney Brings Star Wars Back to the Super Bowl
Disney is expected to air a trailer for The Mandalorian & Grogu, marking the first theatrical Star Wars release since 2019’s The Rise of Skywalker. Originally developed as a Disney+ spinoff, the project underscores Lucasfilm’s renewed push toward theaters after years of streaming-first strategy.
In addition, Disney may use its Super Bowl moment to tease Toy Story 5, Pixar’s next chapter in its flagship franchise, slated for a summer release. Notably absent, however, will be Marvel Studios. Despite a packed slate, Disney is not expected to debut footage for Avengers: Doomsday or Spider-Man: Brand New Day during the game.
Sony, which distributes the Spider-Man films, is skipping Super Bowl advertising altogether, reinforcing Marvel’s surprising absence from one of pop culture’s loudest stages.
Universal Bets Big on Spielberg, Minions, and Mario
First trailer for Steven Spielberg’s next film ‘DISCLOSURE DAY’
In theaters on June 12, 2026. pic.twitter.com/I1W3zMvHdr
— DiscussingFilm (@DiscussingFilm) December 16, 2025
Universal Pictures, by contrast, is leaning fully into the moment. The studio is expected to roll out trailers for Disclosure Day, Steven Spielberg’s upcoming alien invasion thriller, alongside Minions 3 and The Super Mario Galaxy Movie. Together, the trio covers a broad theatrical spectrum, from family-friendly animation to prestige sci-fi, positioning Universal for maximum reach.
Equally telling is what Universal is leaving out. Christopher Nolan’s The Odyssey, despite being one of the studio’s most anticipated titles, is not expected to appear. The omission suggests a more traditional, long-tail marketing approach for Nolan’s epic rather than a splashy Super Bowl debut.
Paramount and Lionsgate Make Strategic Plays
Paramount, now backed by Skydance following its acquisition by David Ellison, is expected to debut a trailer for Scream 7 during the game. While the franchise remains a reliable box-office performer, the timing is notable given the film’s relatively close theatrical release.
Meanwhile, Lionsgate appears to be taking a more nuanced approach. Rather than investing in an in-game ad, the studio is expected to rely on NBC’s extensive pre-game coverage to promote Michael, its upcoming Michael Jackson biopic. The strategy feels intentional. Jackson’s 1993 Super Bowl halftime performance remains one of the most influential moments in Super Bowl history, making the association both symbolic and strategic.
Why Studios Still Pay the Price
Super Bowl advertising does not come cheap. NBC has reportedly priced 30-second commercial slots between $7 million and $10 million, depending on placement. Yet for studios with true tentpole releases, the expense is often justified by scale. With an expected audience of roughly 120 million viewers, the Super Bowl remains one of the few live events capable of creating an instant global cultural moment.
That reach explains why Disney, Universal, and Paramount continue to invest heavily, while others redirect budgets toward digital-first campaigns designed for longer engagement cycles.
Warner Bros. and DC Take a Different Route
Warner Bros. is also expected to skip major in-game advertising, continuing its trend of selective spending. However, DC Studios will tease Supergirl during the Puppy Bowl on Animal Planet, a network within the Warner Bros. Discovery ecosystem. It’s a smaller platform, but one that still draws millions of viewers and allows the studio to maintain visibility without Super Bowl-level costs.
A Snapshot of Hollywood’s Priorities
This year’s Super Bowl trailer lineup reveals more than a slate of upcoming films. It offers a clear snapshot of how studios are reassessing marketing priorities, deciding which franchises still warrant blockbuster ad buys and which projects are better served by sustained, digital-led rollouts.
As superhero films temporarily step back from game-day dominance, Star Wars, animation sequels, and auteur-driven spectacle move into the spotlight. As always, for Hollywood, the Super Bowl is less about football and more about who can command attention when everyone is watching.
Featured image: Universal Pictures
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