Super Bowl ads have cinematic quality

January 24, 2008 Disney, Warner Bros., Universal, Paramount and Fox are among the studios that have bought more than 10 Super Bowl ads, escalating demand and helping Fox, this year's broadcaster, jack up the price. When the number of movies that have come in year-to-year is drastically higher, it certainly helps, said Neil Mulcahy, executive vp sports sales at Fox Broadcasting Co. It's all supply and demand. While the abundance of studios buying spots helped Fox, the writers strike that began Nov. 5 created even more demand for the NFL's title game, helping the network sell the last six or seven spots by Thanksgiving and, in effect, pushing prices even higher.

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