Movie fans will likely get a trailer for Disney-Pixar’s The Incredibles 2 during this year’s Super Bowl, but a teaser for Solo: A Star Wars Story is appearing unlikely. One of television’s most high-profile events is around the corner, with the New England Patriots taking on the Philadelphia Eagles going head-to-head for the NFL championship in Super Bowl LII in Minneapolis February 4. And while more than 66,000 fans are expected to pack into U.S. Bank Stadium for the big game, well over 100 million viewers more will be watching the game on TV, which means a great opportunity for advertisers to get their product in front of lots of eyeballs – including spots for upcoming spring and summer movies.
With just over a week to go before the big game, rumors are starting to surface about what studios will reveal in their spots during NBC’s broadcast of the Super Bowl. Netflix, which has reportedly bought the rights to stream the third Cloverfield film – which may be retitled Cloverfield Station after shooting under the title God Particle – is rumored to be running a spot touting its April 20 release. Universal and Paramount are expected to run spots during the Super Bowl, too, with Universal releasing teasers for Pacific Rim Uprising (March 23) and Jurassic World: Fallen Kingdom (June 22), and Paramount unleashing its first spot for Mission: Impossible – Fallout (July 27). It will cost the studios big, as the average 30-second spot for Super Bowl LII is expected to run about $5 million.
While it seems like the forthcoming spots for some studios are a given, the picture isn’t completely clear for Disney. According to Deadline, a Super Bowl spot appears to be on the horizon for The Incredibles 2 (June 15), which will give fans a more comprehensive look at the Disney-Pixar production following a one-minute teaser featuring Bob Parr/Mr. Incredible and baby Jack Jack’s undisciplined powers dropped in November. Deadline also noted that in all likelihood spots for Black Panther (February 16) and/or Avengers: Infinity War (May 4) will air Super Bowl Sunday, but at the moment, there’s nothing to indicate that the hotly anticipated first teaser for Solo: A Star Wars Story will air.
Deadline seems to express a bit of urgency if a Solo spot doesn’t air, noting that since “the film’s May 25 release is less than five months away, they have to start promoting.” Of course, it shouldn’t come as a big surprise to anyone that Disney and Lucasfilm are running behind in their plans for Solo after firing co-directors Phil Lord and Christopher Miller and hiring of Ron Howard, but with the film’s May 25 release heavily looming, it won’t be long before panic begins to set in with fans.
Even though it seemed to take forever for Star Wars: The Last Jedi to release any footage, the first trailer dropped in April, just a tick over eight months before the film’s December 15 release. As for Solo, apart from candid photos tweeted out by Howard, the production has yet to publicly release any official material apart from a brief synopsis, which is very unusual for any large-scale production, much less a Star Wars film. At this juncture, since the rumored trailer for Solo that was expected to be released with Maze Runner: The Death Cure, was just, in fact, a rumor, fans can only hope that Disney and Lucasfilm will instead debut something during the Winter Olympics or with Black Panther in February or at the very least, the Oscars in March.
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