Summary:
Why it is Trending:Â The Super Bowl is a massive advertising event, and movie trailers are a significant part of that. Analyzing which movies are promoted (and which aren't) provides insights into Hollywood's perceived box office trends and strategies. This is about future releases.
Overview:Â The article examines the movie trailers that aired during Super Bowl 59, noting a prevalence of sequels, a focus on antiheroes, a lack of streamer presence, and a surprising absence of major animated film promotions.
Detailed Findings:
Sequels dominated the advertising spots, with only one non-sequel (though still based on a pre-existing franchise).
The only superhero movie advertised was Thunderbolts, focusing on antiheroes rather than traditional heroes.
Streamers (except for Apple pre-game) largely avoided buying Super Bowl ad time for their movies.
Major animated releases for 2025 were mostly absent, with only live-action/animation hybrids receiving some promotion.
Key Takeaway:Â Hollywood studios are prioritizing established franchises and antihero characters, while streamers seem to be pursuing different marketing strategies for their films. The lack of animation promotion is a notable anomaly.
Main Trend:Â Movie studios betting on sequels for box office.
Description of Main Trend: Most of the movies promoted during the Super Bowl were sequels.
Consumer Motivation:Â Familiarity, comfort with established characters and storylines, anticipation for the next chapter in a beloved franchise.
Driving Trend:Â Perceived risk aversion by studios, past success of sequels, the established popularity of certain franchises (Marvel, Jurassic World, Mission: Impossible).
Motivation Beyond the Trend:Â A desire for escapism and entertainment, connection with familiar characters, and the social experience of seeing a highly anticipated movie.
Description of Consumers:
Age:Â Broad appeal, but likely targeting the key demographic of 18-49 year-olds.
Gender:Â Likely aiming for a broad audience, though specific movies may skew slightly more male (action) or female (depending on the franchise).
Income:Â Middle and upper-middle class, with disposable income for entertainment.
Lifestyle:Â Consumers of popular culture, moviegoers, likely engaged with social media and online discussions about movies.
Conclusions:Â The Super Bowl trailer selection reflects a cautious, franchise-focused approach by Hollywood studios, prioritizing established properties and characters with a proven track record. The lack of streamer presence suggests a divergence in marketing strategies between theatrical and streaming releases.
Implications for Brands:
Studios: Continue to invest in established franchises, but also explore ways to refresh and innovate within those franchises.
Streamers: Develop alternative marketing strategies that don't rely on expensive Super Bowl ads.
Brands (non-studios): Consider partnering with established franchises for cross-promotional opportunities.
Implication for Society:Â May contribute to a sense of cultural stagnation if studios become overly reliant on sequels and remakes, potentially limiting the development of original stories.
Implications for Consumers:Â Continued access to familiar and beloved franchises, but potentially fewer opportunities to discover new and original films in the theatrical space.
Implication for Future:Â The dominance of sequels may continue, but studios will need to find ways to keep them fresh and engaging to avoid audience fatigue. The streaming landscape will continue to evolve, with its own distinct marketing strategies.
Consumer Trend (Name, Detailed Description):Â Franchise Fidelity:Â Consumers' continued strong preference for movies that are part of established franchises, driven by familiarity, comfort, and anticipation.
Consumer Sub Trend (Name, Detailed Description):Â Antihero Appeal:Â A growing interest in morally ambiguous or villainous protagonists, reflecting a desire for more complex and nuanced characters.
Big Social Trend (Name, Detailed Description):Â Nostalgia Culture:Â A widespread cultural trend of revisiting and celebrating past entertainment properties, driven by a desire for comfort and familiarity.
Worldwide Social Trend (Name, Detailed Description):Â Global Blockbuster Dominance:Â The increasing dominance of large-budget, franchise-driven films in the global box office.
Social Drive (Name, Detailed Description):Â Shared Cultural Experience:Â The desire to participate in widely shared cultural events and conversations, such as those surrounding major movie releases.
Learnings for Brands to Use in 2025:
Franchise power remains strong.
Antiheroes are resonating with audiences.
Streaming and theatrical marketing are diverging.
Don't underestimate the power of animation (even if it was underrepresented at the Super Bowl).
Strategy Recommendations for Brands to Follow in 2025:
Franchise Extensions:Â Explore creative ways to extend existing franchises, such as spin-offs, prequels, or new storylines within the same universe.
Antihero Exploration:Â Develop stories and characters that explore moral ambiguity and challenge traditional hero archetypes.
Streaming-Specific Strategies:Â Develop marketing campaigns tailored to the unique characteristics of streaming platforms, focusing on digital engagement and social media buzz.
Animation Innovation:Â Invest in high-quality animation and explore diverse storytelling approaches within the animated medium.
Original Content with a Twist:Â Studios will have to create new franchises based off of existing IP.
Final Sentence (Key Concept):Â Super Bowl 59's movie trailer lineup showcased Hollywood's continued reliance on Franchise Fidelity, prioritizing sequels and established properties, while also hinting at the growing appeal of Antihero Appeal and the diverging marketing paths of theatrical and streaming releases.
What Brands and Companies Should Do in 2025: Movie studios should double down on existing film franchises by exploring all expansion opportunities. They should also develop projects around anti-hero characters.
Final Note: * Core Trend:Â Franchise Fortress:Â The entertainment industry's continued and intensified reliance on established franchises as the primary driver of box office revenue and audience engagement.
Core Strategy:Â Franchise Fortification:Â Actively expanding and diversifying existing franchises through sequels, prequels, spin-offs, and cross-media adaptations to maximize audience reach and revenue streams.
Core Industry Trend:Â Theatrical vs. Streaming Divergence:Â The growing separation between marketing strategies and content priorities for theatrical releases and streaming platforms.
Core Consumer Motivation:Â Comfort and Familiarity:Â The desire for predictable and enjoyable entertainment experiences with characters and storylines that are already known and loved.
Final Conclusion:Â The Super Bowl movie trailer landscape in 2025 provides a clear snapshot of Hollywood's current priorities: prioritizing established franchises, exploring the appeal of antiheroes, and navigating the evolving relationship between theatrical and streaming releases. While this strategy may offer short-term gains, the long-term challenge will be to balance franchise reliance with the need for innovation and original storytelling to keep audiences engaged and prevent franchise fatigue. The absence of major animation promotions is a curious outlier, suggesting either a strategic misstep or a potential shift in marketing timelines.
