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Movie studios are airing fewer Super Bowl ads and it’s exactly why you think

Shawn M. Carter

The going rate for a Super Bowl ad is $5.6 million. Movie studios think that’s too much.

For Super Bowl LIV, commercials have reached their highest price ever. In just over a decade, the average cost for a 30-second spot doubled, according to Nielsen Media.

In 2017, ads were $5.2 million. In 2014, they were $4.2 million, and in 2010, $3.1 million.

And the price has made some filmmakers hesitant. Even with the estimated 100 million people that will watch, many studios are deferring to pre- and post-game ads instead.

Per the Hollywood Reporter, movie studios used to release between eight and 10 spots during the big game. In 2018, that number dropped to six. This year, it could be less.

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There are a few big players set to air ads during the game: Disney and Universal Studios. Universal is expected to promote “Fast & Furious 9,” debuting May 22, as well as “Illumination's Minions: The Rise of Gru,” which is set to hit theaters July 3.

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Disney has not confirmed what it will air but it could be related to streaming platform Disney+, which launched in November to compete with big players Netflix and Hulu.

And there's always the possibility of a surprise. In 2018, for example, Netflix dropped a major ad near the end of the game directing people to watch its original film, “The Cloverfield Paradox,” which was available to stream immediately.

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Outside of movies, there are a number of brands, like Facebook and Twitch, placing their first-ever ads. President Trump and Democratic hopeful Michael Bloomberg also each took out $10 million, 60-second spots touting their qualifications.

The game airs Feb. 2.

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