Flashback: Super Bowl 2009 Brings Star Trek to the masses February 7, 2010by Anthony Pascale , Filed under: Marketing/Promotion,Star Trek (2009 film) , trackback
Today is Super Bowl XLIV, which marks the one year anniversary of a seminal Trek event, the first ever Super Bowl commercial for a Trek film. Last year’s Star Trek Super Bowl commercial was a sort of ‘coming out’ for the Star Trek film to the mainstream. The commercial was a big success and led the way to the film being one of the top blockbusters of the year. See it again below with links to our over 2009 coverage, plus a look forward to 2012.
Star Trek Super Bowl Commercial
More Star Trek Super Bowl Details:
The commercial that began the big mainstream campaign
In November 2008 Paramount had released their first Star Trek theatrical trailer with the film Quantum of Solace. However, the trailer ended up being seen with only 2/3s of QoS screenings, and the film only did $168M domestically (a bigger hit overseas). On the other hand, the Star Trek Super Bowl commercial was to be seen by 100 million viewers and was going to be the first exposure to a new Star Trek film for the mainstream.
At a cost of $3 Million, it was an expensive gamble, but by all measurements it was a big success. Media critics immediately gave the spot high marks, with the ‘this is a new kind of Star Trek’ buzz carrying all the way into the summer. Plus, all the polls had the commercial ranked as the 2nd most memorable movie spot (out of the 10 movie spots) behind Transformers 2. Star Trek ended up out-performing the domestic box office of all eight of the other films on the list.
Super Bowl XLVI here we come?
The Star Trek sequel comes out June 29, 2012, and so would be poised to benefit from a Super Bowl spot in 2012. However there is no guarantee there will be a spot. This year fewer studios are buying are buying fewer Super Bowl spots. Although Paramount is one of three studios joining in, they are buying two spots instead of the four they did last year. One of Paramount’s spots is for The Last Airbender which is slated for the 4th of July weekend. Last year they also ran a commercial for that weekend (Transformers: Revenge of the Fallen) and so that could indicate a trend for Paramount to buy spots for its big 4th of July summer movie (which would include the Star Trek sequel in 2012). However, Paramount did not buy a spot for Iron Man 2, which comes out May 7th. That could indicate that Paramount now feels they don’t need to buy such an expensive ad for a sequel to a successful film, as it has buzz already built in. If that is the case, then the Star Trek sequel may not be on the list for the 2012 Super Bowl.
Of course economic times will likely be different in 2012 so we will may still see that Star Trek: Something Something Super Bowl spot, but there will never again be a moment like last year. Last year’s Super Bowl can be seen as the turning point for Star Trek, when the buzz on the film went from the geek-o-sphere to the mainstream.