It goes without saying these days that one of the highlights of the Super Bowl every year are the big budget, balls to the wall commercials that come out, pimping everything from Doritos to cars to farmers and, of course, the big, upcoming summer movies. It’s a launching pad as big as San Diego Comic-Con – actually, much bigger, since millions are watching, so when you make a Super Bowl commercial, you make it big. The spots cost millions of dollars for just a few seconds – you really have to impress to get your money’s worth.
Perhaps the most anticipated movie trailer set to debut during the Super Bowl was from this May’s Iron Man 3. With a release date so close, the film undoubtedly has a lot of film in the can (or digital files in the computer), and while there is no doubt tons of work still to be done, they could probably create a masterful and crazy exciting trailer.
So why didn’t they?
The Iron Man 3 trailer came on quite suddenly. My friends were milling about and I saw a CGI plane and knew we were in super hero territory. “This looks Superman-y” I said, bringing their attention back to the screen. Within a few seconds it was evident that this was not the Man of Steel but a man of iron. And within a few more seconds it was over.
What the fuck? Why would I go to Facebook to see the rest? I’m watching the Super Bowl.
To be fair, the very few seconds that we saw looked cool. We got to see the new armor in action, we saw Robert Downey Jr. doing his thing, and we saw Iron Man faced with a dilemma that he will either solve in a clever manner or he’ll have to let a lot of people die and that will no doubt weigh heavily on him.
But really, that’s all we get? That’s less impressive than the footage we got previously when we saw Tony Stark’s beautiful mansion get helicoptered into the ocean. That was neat. What we saw today was okay, but it was far too short. I mean, this is the Super Bowl and we were promised a trailer. What we got barely qualified as a teaser. It was a short section of a scene with no exposition and no conclusion. It was a total cop out.
I’m a huge supporter of Marvel and I think they’ve done so much right over the past few years in managing their brand. The trailers have been great, the movies exciting, the casting near perfect. But this footage, I mean… I was actually mad. I was upset. That’s not Super Bowl quality stuff.
Like I said, the few seconds were cool – but not that cool. My first impression was that this could be something right out of Superman Returns. Or The Dark Knight Rises. I guess comics and airplane sequences go hand in hand now. Plus, this was the footage that was already sort of spoiled by a ton of behind the scenes pictures of Iron Man rescuing people in mid-air. So what we got was an overly brief look at something we’ve already seen. I mean, in terms of Super Bowl trailers Star Trek: Into Darkness blew it away and hell, even Fast and Furious 6 was a better, newer, fresher, more exciting trailer. Really, Marvel? Your best movie character and that’s the game you bring? It was weaker than the 49ers in the first half.
If you’re going to advertise a movie, advertise it. Don’t advertise Facebook. If you’re going to make a Super Bowl spot, make a Super Bowl spot. This Iron Man 3 weakness wasn’t worthy and frankly I’m past my boiling point.