Movie studios not quite as enamored of the Super Bowl this year
The last time I watched an M. Night Shyamalan movie was when The Happening was nominated for multiple Razzie Awards. (I voted for it!) We'll all get a peek at his next effort on Sunday during the Super Bowl (see the trailer above for The Last Airbender). But only three studios decided to pony up as much as $3 million for 30-second spots this year. Every year, Hollywood's marketers debate the merits of advertising during the Big Game. It's too expensive, they say, and inefficient for movies launching months down the road. And yet, they usually buy, because they're afraid not to. This year's different, though, with few actually wading in. We can expect to see Disney's Alice in Wonderland, Prince of Persia and maybe Toy Story 3. Universal plans to tout The Wolfman, Robin Hood and potentially the 3-D comedy Despicable Me. Paramount, in addition to Airbender, will pump the long-awaited Shutter Island. Its third spot could go to Iron Man 2, which seems like overkill. Isn't everybody dying to see that anyway?
—Posted by T.L. Stanley