By Andrew Wallenstein
Among the films that got their biggest marketing push to date were Universal's "Robin Hood" and "Wolfman" as well as Disney's "Prince of Persia" (see below) and "Alice in Wonderland." To viewers, it may have been more like "RobinWolfPrinceWonderland"--the trailers felt indistinguishable, all employing the same de rigeur fast-cut, night-shrouded phantasmagoria of violence and explosions that has been so thoroughly co-opted by the videogame industry that EA's "Dante's Inferno" ad may be confused along with the rest of them.
Now if it ain't broke, don't fix it, one could argue of the studios' marketing modus operandi. But that just doesn't cut it on advertising's biggest night heading into movieland's biggest season. Not one single film stood out because they hewed so closely to the tried and true, becoming instantly forgettable. Give "Wonderland" a slight break for Tim Burton's wondrously wacky visuals, but the images are already out on billboards, which dulls their impact.
If any movie may have raised its profile it was the improbably advertised romantic comedy "The Back-Up Plan," which probably wouldn't have even tried to waddle its femme-targeted self into the Super Bowl mix were it not presumably steeply discounted to the host network's corporate sibling CBS Films. As if just seeing Jennifer Lopez in anything these days wasn't jarring enough, an otherwise potentially passable film got notice by doing something very simple: sticking the majority of its 30 seconds to one raucous scene in which a woman appears to be giving birth inside a wading pool. Talk about making a splash on Super Bowl night.
What's worse was that there were more than a few movie stars did stellar work during the telecast--just not in support of movies. Chevy Chase and Beverly D'Angelo appeared in a hilarious ad for HomeAway.com as their beloved Griswald characters from the "National Lampoon" films. Betty White continued her hot streak by taking some lumps in a clever Snickers commercial that also saw an Abe Vigoda cameo. Even Megan Fox scored in an ad for Motorola that could have gone horribly awry in the same icky fashion as Kim Kardashian's, um, work, for Carl's Jr.
Hollywood, you have the talent at your disposal. Why not do something interesting with them in support of their own business rather than send them packing to Madison Avenue?
But the best ad employing an entertainment franchise that wasn't directly plugging said entertainment franchise was a charming spot from Coca-Cola employing "The Simpsons" characters. But rather than dust off the titular family members, Coke dipped into the series' deep stable to dust off the unlikely star of Montgomery Burns. Classic Coke indeed.
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Posted by: nintendo r4 | February 07, 2010 at 08:42 PM
This tv superbowl spot is awesome too, just like the alice in wonderland tv spot they just showed on the superbowl tonight!.
Posted by: find coupon | February 07, 2010 at 08:44 PM
This is a very smart observation. with 100 million people viewing, what a missed opportunity for a film not to make a compelling statement! I do disagree, however, with the overall praise for the regular product ads. By far the worst ever on the Super Bowl as a group, with only a small handful being noteworthy... and I spent 30 years making such ads!
Posted by: steve bowen | February 08, 2010 at 08:49 AM
The Chevy Chase ad was hilarious???? Chevy Chase fumbling 40 years ago on Saturday Night Live might have been funny but at sixty-five years old he just looks lame. But I thought the Betty White commercial was great.
Posted by: Bill Anderson | February 08, 2010 at 09:15 AM
Hi Guy's,
I do disagree, however, with the overall praise for the regular product ads. By far the worst ever on the Super Bowl as a group, with only a small handful being noteworthy.
Posted by: compact flash | February 09, 2010 at 01:35 AM
You've got to be kidding me! You Pats fans will throw every rationalization to mitigate the guilt of Spy-Gate which, in the wake of, your team has accomplished nothing. Manning, who is better than every other player in the league, served up a bad pick that cost them the game. Tough break. That he hasn’t played for an ethically bankrupt coach his entire career, like Brady, is reason enough why he only has one ring.
Posted by: 8gb micro sd card | February 11, 2010 at 10:50 PM
Oh, we still have to wait so long! I am really looking forward to checking out this movie. And Jake will make a great Prince of Persia, I assume it looking at the trailers and photos, he looks great!
Posted by: web design | May 12, 2010 at 05:14 AM
And I like the Prince of Persia spot a lot. They have talent to strike in the minds of the viewers full of anticipation before the movie release date and that's what it's all about.
Posted by: couture artwork | May 14, 2010 at 02:57 AM