Marketing/Promotion,Star Trek (2009 film) , trackback
The Super Bowl is the biggest TV event of the year. Even though ratings dropped a bit from last year’s record, the game averaged around 93 million viewers, with more during the early parts of the game (when the Star Trek ad aired). Befitting the event, today there are a lot of media stories covering the Super Bowl commercials with critics and focus groups weighing in. See what they say about Trek’s first even SB spot below.
Critics weigh in
So far the response amongst media critics in both the mainstream and entertainment press) is mostly positive for the new Star Trek spot.
(ranked Trek #1 movie spot that ‘kicked ass’)
It’s still amazing to me just how much of the general public doesn’t know a new Star Trek movie is about to be released. There were a few people at the Super Bowl party I was attending who didn’t know until they saw the trailer for the first time during yesterday’s game. The approval was pretty much universal – the ad kicks serious ass.
– Los Angeles Examiner
(ranks Trek as one of two "Movie We Most Want to See")
With only a few seconds to judge by, here’s the four-words-or-less early review of the “Star Trek” prequel: Spock, wow! Kirk, maybe.
– Detroit Free Press
(ranks Trek as "Most fascinating peek at a flick")
"Kirk and Spock look pretty hot."
– Seattle Post
"Star Trek" looks reeeeeally good. The trailer’s a little frantic, but I understand trying to sell as many money shots as possible to show that this is not a TV movie. Even the biggest of the prior theatrical films was always hampered by a near-TV budget, and as a result, "Star Trek" was never a must-see for anyone who wasn’t already a hardcore fan. By selling this as a new jumping-in point for audiences, and by emphasizing the sheer scale of the adventure, I think they’re getting across the message that this is "Star Trek" for everyone, not just for the devoted, and that should serve them well this summer.
(ranking Trek 3rd best movie commercial)
The new Star Trek movie trailer is creating a little bit of an uproar among some Star Trek purists that don’t like the new look. J.J. Abrams version of Star Trek is definitely not your daddy’s Star Trek. In fact, the Star Trek movie trailer looks more like a Star Wars movie than a Star Trek movie. That being said, I know I’m going to be in line at the theater the first day this movie comes out. While it might not be the Star Trek I’m used to, it looks like it could be a very entertaining version of Young Star Trek. Favorite line from the Star Trek trailer was “You can settle for an ordinary life. I dare you to do better.”
Paramount’s "Star Trek" and DreamWorks’ "Transformers" sequel provided the most impressive adrenaline rush…
The movie trailers were pretty good overall. Star Trek may have been the best, and I say this NOT being a trekkie. I just think J.J. Abrams has the golden touch, and the new trailer showed Karl Urban as Bones McCoy. Karl Urban=BAMF.
– Daily Kansan
There were also a lot of ads for upcoming movies, most of which looked bad, although the new "Star Trek" and the Pixar film "Up" look promising. A "Monsters vs. Aliens" commercial in 3D was fun, assuming you brought a pair of old-school 3-D glasses to your Super Bowl party.
– San Francisco Chronicle
(Rates Trek (out of 10) Entertainment: 8 Selling: 8 Overall: 8)
It is just a teaser, but it gives you enough of the flavor of the old show meets new technology in J.J. Abrams movie imagination of the beginnings of the original Star Trek Crew. Makes me want to see it.
– Associated Content
"Star Trek" maintained it’s place on my ‘most anticipated’ list. Even with my high expectations for the movie, I still really liked the preview. Zachary Quinto (Sylar on "Heroes") looked fantastic as Spock.
– Film Fodder
…was shocked to see that there was plenty of new and updated footage. The TV spot for Star Trek (shown during the Super Bowl) gives some new dialogue from JT Kirk, shows the introduction of Bones and Kirk, displays Sulu’s (John Cho) fighting skills, blurs through a bit more of that bar fight Kirk gets into, and then shows off some updated special effects. Oh yeah, and this time it looks like San Francisco comes under attack.
UPDATE: more positive comments
Absolutely cannot wait for Star Trek to be pretty, exciting, and sexy again.
Although shorter in length than the previous two minute trailer, the new Super Bowl 30-second trailer was still enough to whet our collective appetites for the new J.J. Abrams vision of Star Trek coming later this year.
A couple of critics were disappointed that most of the new footage in the ad was from the Fall press preview. (Of course those of us who saw the Fall previews weren’t really the target market for the Super Bowl spot.), and one Canadian just isn’t excited about this new take on Trek
(ranked Trek ‘Loser’)
The commercial cost you a reported $3 million. You have the eyes of an entire world of potential ticket-buyers upon you. And you give them … stuff they’ve already seen? Virtually every shot in the "Star Trek" ad had already been glimpsed in trailers, or described in detail by journalists who attended J.J. Abrams’ footage previews a few months back. It leaves movie fans with two possibilities to consider: Either Abrams is too paranoid about spoilers to give us anything else, or all the good stuff is already out.
There’s nothing particularly exciting or new about the 30 second promo trailer for the new Star Trek film that was broadcast in the midst of the Superbowl. And by that, we mean there’s nothing that we hadn’t really been seen before.
Interestingly, Paramount is continuing to sell this more as an action movie rather than the latest big screen Star Trek outing, and there are one or two short snippets we hadn’t seen before. But it didn’t get our pulse racing to anywhere near the degree that the full trailer did.
– Den of Geek
A brief glance at the synopsis suggests that there is some fodder to work with here, but the Super Bowl trailer is disconcerting. It is clear that Abrams is not straying far from his action roots and is trying to push the franchise into a new, and likely final, frontier, i.e. the thrill-seeking masses. While the crux of Star Trek was generally philosophical in nature, this Trek looks populated with frat boys.
– National Post (Canada)
Trek ranks in the middle on USA Today Ad Meter
Every year the USA Today holds focus groups during the game who rate all of the commercials in real time. Commercials get rating on a 1-10 scale. The top commercial this year was from Doritos (rating 8.46 and the worst was from Vizio, rating 3.77). All of the movie ads landed in USA Today’s ‘the rest’ category, with Star Trek landing in the middle with 6.14. Here are all the movies (full chart at USA Today).
|Land of the Lost||6.78|
|Race to Witch Mountain||6.38|
|Angels and Demons||6.14|
|Transformers Revenge of Fallen||5.93|
|Fast & Furious||5.66|
Star Trek at Hulu + voting going on now
Online video site Hulu has all the Super Bowl commercials online right now, including Star Trek. You can also vote for the best with the results coming out on Tuesday. Go to Hulu.com/superbowl and vote for your favorite.
Star Trek commercial at Apple in HD & for iPod
Apple.com has updated their Star Trek trailers page to include the ‘Big Game TV Spot’ where you can watch in in various sizes, including HD and iPod/iPhone sized.
The trailer is also available at the official site for the Star Trek movie, and embedded below.
Shatner and Quinto in Super Bowl ads
The Star Trek ad was not the only Star Trek moment for Super Bowl ads. NBC ran a promos for Heroes, a couple of which including Zachary Quinto (Star Trek news Spock), in his role as Sylar.
Priceline as ran its recently released ad featuring William Shatner as ‘The Negotiator’
For more details see our shot-by-shot analysis of the Star Trek Super Bowl commercial.
Thanks to Devon and Stamper for sending in links