How Major Studios Are Advertising During Super Bowl 50

While all eyes are on the big game Sunday, the major film studios will take full advantage with a blitz of movie trailers scheduled to run both before and during Super Bowl 50's commercial breaks. This is common practice for Hollywood, as a big splashy trailer can eventually lead to a big splashy debut weekend.

While that's not always the end result, studios have no problem allocating money to pay the multi-million dollar price tag. Among those spending the reported $4.5–$5 million/30-second-slot fee are Twenty-First Century Fox IncFOXA, Walt Disney Co DIS, Comcast Corporation CMCSA's Universal and Viacom, Inc. VIA's Paramount. Notably missing this year are Sony Corp (ADR) SNE and Time Warner Inc TWX's Warner Bros.

Related Link: In A Shifting Media Landscape, One Things Stays The Same: Super Bowl Ads

What We Can Expect To See

Fox is looking to make the largest impact, as the studio's "Deadpool" is set to open next week. The superhero action flick, based on the Marvel Comics character, has been running a completely unorthodox marketing campaign since last year. The well-calculated, unique style has worked, and audiences are primed for the Ryan Reynolds-headlined tentpole.

As part of its Super Bowl activations, the studio will not only buy ad time and hold a special local screening, but transform a local bar into "Sister Margaret" from the film with the cast serving drinks.

Fox is also putting money behind summer blockbusters "Independence Day: Resurgence," and "X-Men: Apocalypse," as well as Hugh Jackman's "Eddie The Eagle," which could be a sleeper hit this spring. It is also expected the stars of those various films will be in attendance at game.

The other studio spending big on trailers and activations is Disney. 2016 priorities "Captain America: Civil War," "Alice: Through The Looking Glass" and "Finding Dory" are expected to be represented, as well as "Zootopia," "The Jungle Book" and potentially "Rogue One: A Star Wars Story."

The biggest question mark belongs to Universal, which purchased a single spot, but it was a double-length, 60-second one that could be the grand debut of new footage from the next Jason Bourne film. While the industry has been calling it "Bourne 5," analysts know that won't be the final title, and the Super Bowl could be the perfect place to make the big reveal for its August tentpole.

Paramount will reportedly use the game to promote its "Teenage Mutant Ninja Turtles" sequel entitled "Out of the Shadows."