James Gunn's Superman: Why Not Having a Super Bowl Trailer Is The Smart Move
It’s official! James Gunn’s Superman movie will not have a new trailer during this year’s Super Bowl. While this news has sent some fans into a frenzy, with naysayers already claiming this is the beginning of the end for Gunn’s superhero reboot, I’m here to tell you it’s actually a smart strategy, and here’s why.
Rethinking the Super Bowl Approach
Every year, we see a slew of highly anticipated movie trailers making their debut during the Super Bowl. However, that doesn’t always translate to box office success. The reality is that Super Bowl ads come with a hefty price tag upwards of $10 million for a 30 second spot. So, is it really worth it?
Let’s take a closer look at the alternative marketing strategy that James Gunn and DC Studios will be implementing.
The Puppy Bowl draws in about 12 million viewers and while this audience size might seem smaller compared to the Super Bowl’s massive 100+ million viewers, there’s a key factor in play, The younger audience.
Add to that the potential for organic social media buzz.
In today’s digital age, marketing has evolved. Platforms like TikTok, YouTube, and X can amplify the impact of any teaser or special look. After it airs during the Puppy Bowl, the Superman content will easily find its way across social channels, increasing its reach far beyond the 12 million viewers watching the event live.
Moreover, instead of trying to compete with a flood of other trailers and commercials during the Super Bowl, DC Studios has the opportunity to own the conversation. By taking a different route and making a strategic move like this, they can dominate a few hours of pop culture discussion and keep their audience engaged. Why get drowned out in the Super Bowl noise when you can start your own buzz and have the stage for yourself?
Building Momentum with Aggressive Marketing
And let’s not forget the long game here. The marketing campaign for Superman will span months, with a larger focus in the run up to the summer. The money saved from skipping the Super Bowl ad can be put to better use, pushing out content on various platforms and continuing to build hype over a longer period.
In just a couple of months, CinemaCon will give DC Studios another opportunity to shine. They can use this platform to directly connect with their audience, show off exclusive footage, and then drop a full length trailer that will have fans and the general public buzzing. With a carefully timed release, this trailer could be just the thing to blow everyone away.
Let’s not forget that DC has already made a solid impact with the Superman teaser, which has garnered over 53 million views on YouTube and 1.2 million likes. Plus, the Superman Icon TV Spot has racked up more than 1.1 million views and 36,000 likes. The groundwork has been laid, and the hype is already there. There’s no need to rush into a Super Bowl spot when you’ve already captured the audience’s attention.
Historical Context
Looking at history, we see that Super Bowl trailers haven’t always been a game changer. Take The Flash from a couple of years ago, which did have a Super Bowl trailer, yet its box office results didn’t exactly reflect the massive investment. And let’s not forget that the last time, before The Flash, a major DC trailer aired during the Super Bowl was back in 2005, with Batman Begins during Super Bowl 39. So, it’s not like Warner Bros. has a long history of leaning heavily into the Super Bowl for promotional efforts.
CinemaCon Concerns: A Red Herring
Now, With all of this, some are even worried that Superman won’t be showing its full movie at CinemaCon, fearing it’s a sign of a lack of faith in the film. But showing an entire movie at CinemaCon is a rare move, one that doesn’t happen every year, even for the biggest blockbusters. For instance, The Flash did show its full film at the convention, but that was a different situation altogether. The excitement surrounding DC films was at a low point due to controversy surrounding Ezra Miller and a lack of buzz.
This year, Superman is already in the spotlight. The teaser performed extremely well, the general public is intrigued, and even those who aren’t fans are likely to show up at the theater. DC doesn’t need to showcase the entire movie just to generate interest….. It’s already there.
In the end, James Gunn, Peter Safran, and the DC Studios marketing team are playing their cards wisely. By avoiding the Super Bowl ad frenzy and opting for a more tailored, long-term marketing strategy, they’re positioning Superman for a sustained, impactful release. Whether you’re a fan or a skeptic, there’s no denying that DC Studios knows what it’s doing.
So, next time you see the "Negative Nancies" out there complaining, just remember, there’s more than one way to make a movie a success, and this move might just be the smartest one yet.
Get Ready for The Summer of SUPERMAN!
