Paramount, Universal, Disney Line up Super Bowl Movie Ads

6:36 AM PST 1/11/2012 by Georg Szalai

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Courtesy of Navy SEALs

Relativity Media already said it would promote the male-targeted “Act of Valor” during the game, while a range of studios will not spend money on expensive commercials.

NEW YORK – Paramount Pictures, Universal Pictures, whose corporate sibling NBC will broadcast the game, and Walt Disney Pictures will run commercials during the Super Bowl, but have not announced yet which movies they will promote, the Los Angeles Times reported.

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Likely candidates include Disney's John Carter, Paramount's G.I. Joe: Retaliation and Universal's Battleship, according to the report.

Relativity Media said on Tuesday that it would air an ad spot during the Super Bowl and three spots during pre- and post-game coverage to promote military action film Act of Valor after last year advertising Limitless during the game.

Meanwhile, 20th Century Fox, which last year bought an ad when corporate sibling Fox aired the game, Sony Pictures and Warner Bros. are not buying expensive Super Bowl ads, which cost an estimated $4 million for a 30-second spot this year, according to the Times.

Lionsgate also will not spend on Super Bowl advertising for young-female-targeted The Hunger Games, it said.

Last year, Relativity promoted Limitless during the Super Bowl and saw the film go on to bow in the top slot at the box office when it opened in March.

Email: Georg.Szalai@thr.com

Twitter: @georgszalai