Super Bowl LVII is set up to deliver one of the greatest shows of the 2022 NFL season: the Chiefs and Eagles both enter as No. 1 seeds, with MVP finalists at quarterback, and Andy Reid up against his longtime former team. But the game itself isn’t the only thing that’ll warrant attention on Feb. 12. Super Bowl commercials are also a staple of the event, and some of them provide a first look at the biggest blockbusters set for release on the big screen.
With that in mind, CBS Sports spoke with Mark Ellis, of Rotten Tomatoes, to forecast this year’s full slate of movie and TV previews on Super Bowl Sunday, including potential surprise appearances:
What kind of push do movies actually get from airing Super Bowl ads?
Ellis: My overarching sentiment now is you really are trying to do two things at once: No. 1, build public awareness, but No. 2, the more immediate goal is to become a trending topic on social media, because you want not just awareness but buzz. For instance, one of the movies confirmed (for a Super Bowl trailer), “The Flash,” social media is so crucial to that movie’s marketing campaign. It’s got a lot of fun elements, teasing different universes — will we see more of Michael Keaton’s Batman? — and trying to build interest, not to mention draw attention away from Ezra Miller’s exploits over the last year.
What are your top picks to generate that sought-after buzz?
Ellis: “The Flash” will probably get some, but then you also have those more off-beat, let’s-take-a-chance movies, and the one I’d look at for that — one that’s not necessarily expected — would be “Barbie.” It released its first trailer fairly recently, and when you get the audience for the Super Bowl, you get the football fans, but you also get a lot of people at parties. And I think “Barbie” could capture a wide swath of imaginations. Another one with a heavy marketing campaign is “The Super Mario Bros. Movie.” Maybe we’ll actually get to hear Chris Pratt’s voice in that case.
How about predicting one MVP from the projected trailer lineup?
Ellis: I think it’s very fitting that the Philadelphia Eagles are in the Super Bowl, because they might also be duking it out in the commercial airspace with “Creed III,” Michael B. Jordan’s directorial debut. To have Philly fighting on the field and in the ring, it just couldn’t be more fitting. Jonathan Majors is gonna have a big Super Bowl, by the way, because…
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