SUPER BUZZ; STUDIOS THROW AD CHIPS INTO SUNDAY'S BOWL.Byline: Dave McNary Daily News Staff Writer Four Hollywood studios are making this year's Super Bowl a major battleground for advertising, spending lavishly to reach the 130 million Americans expected to watch Sunday's spectacle. The quartet - Disney, New Line, Sony and Warner Bros BROS Brothers BROS Benefits and Retirement Operations Section (King County, Washington) BROS Barnes and Richmond Operatic Society (London, UK) . - have joined about 30 other advertisers for the Super Bowl telecast, paying a record rate to NBC NBC in full National Broadcasting Co. Major U.S. commercial broadcasting company. It was formed in 1926 by RCA Corp., General Electric Co. (GE), and Westinghouse and was the first U.S. company to operate a broadcast network. of $1.3 million for 30 seconds of air time in 45 percent of the nation's homes. Michigan marketing consultant Frederick Marx believes Super Bowl ads are an effective way to emerge from the clutter of the hundreds of ads that consumers see and forget each day. ``A Super Bowl ad has a news value far over and above the telecast,'' he said. ``It's a question of how do you break through other than taking off your clothes. This is how you get attention.'' The movie spots are 30 seconds except Disney's full-minute ad for ``Armageddon,'' a summer action movie starring Bruce Willis Walter Bruce Willis (born March 19, 1955) is an American actor and singer. He came to fame in the late 1980s and has since retained a career as both a Hollywood leading man and a supporting actor, in particular for his role as John McClane in the Die Hard series. trying to blow up an asteroid before it hits the Earth. New Line is advertising three flicks - the romantic comedy ``The Wedding Singer'' and science-fiction adventures ``Lost in Space'' and ``Dark City,'' with the latter's commercial airing on the post-game show A post-game show or postgame show is a TV presentation that occurs immediately after the live broadcast of a major sporting event. Contents may include:
Hoffman and Sharon Stone. And Sony has bought time for ``The Mark of Zorro'' but will not advertise ``Godzilla,'' which is widely expected to be the box office hit of the summer. Additionally, Universal has bought an ad but has not disclosed which film it will highlight, an NBC spokesman said. Most probable candidates are next month's comedy sequel ``Blues Brothers 2000'' and ``Meet Joe Black,'' its offbeat off·beat n. Music An unaccented beat in a measure. adj. Slang Not conforming to an ordinary type or pattern; unconventional: offbeat humor. June release starring Brad Pitt as an alien falling in love on a visit to Earth. ``It makes sense for us to buy a spot for `Sphere' this year because we have the most prominent film in February,'' said Barry Reardon, head of Warner's domestic distribution. The decision is not surprising, given that the film's potential audience of young males matches up well with the core group of Super Bowl viewers. Sony spokesman Ed Russell said Sony held off on a ``Godzilla'' spot because it had a better-than-expected response to extensive ad buys for New Year's Eve and New Year's Day New Year's Day, among ancient peoples the first day of the year frequently corresponded to the vernal or autumnal equinox, or to the summer or winter solstice. In the Middle Ages it was celebrated among Christians usually on Mar. 25. . Those commercials featured scared revelers amid a mocked-up crash of the Times Square ball with the tag line tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. , ``Welcome to 1998, the year of Godzilla.'' So Sony is focusing this weekend's efforts on ``Zorro zorro: see fox. Zorro masked swordsman, defender of weak and oppressed. [Am. Lit.: comic strip (1919); Am. Cinema: Halliwell, 794; TV: Terrace, II, 461–462] See : Disguise ,'' due out July 17. ``The Super Bowl is obviously an incredible platform for launching a campaign,'' Russell said. With studios spending more than $20 million per film on promotion, devoting a significant chunk to a mere 30 seconds of time might seem foolish, especially since the ads may fall victim to the mute button or viewers going into the kitchen to fetch more nachos. Within the world of advertising, hardly an area known for restraint, some believe the spending is ridiculous. ``Broadcast advertising during the Super Bowl by and large will be an extravagant folly,'' wrote Bozell Worldwide Creative Chief and Vice Chairman Jay Schulberg in the current issue of Advertising Age. ``What will be forgotten is advertising's primary purpose: creating a selling message that stays with you long after the last touchdown.'' But Marx pointed out that such buys by advertisers are based as much on emotion as number crunching Refers to computers running mathematical, scientific or CAD applications, which perform large amounts of calculations. See number cruncher. (application, jargon) number crunching . ``You might call it the sharp-elbows approach to advertising,'' Marx said. ``The real payoff on the Super Bowl is the news value of being a part of it. If you're an advertiser, you're paying for the sizzle siz·zle intr.v. siz·zled, siz·zling, siz·zles 1. To make the hissing sound characteristic of frying fat. 2. To seethe with anger or indignation. 3. .'' The game usually draws ads from the year's highest-profile movies. In 1996, 20th Century Fox was the only studio to take the plunge, buying a spot to introduce the campaign for ``Independence Day,'' five months before the film's opening. The ad was simple - a giant flying saucer hovering over the White House with the admonition Any formal verbal statement made during a trial by a judge to advise and caution the jury on their duty as jurors, on the admissibility or nonadmissibility of evidence, or on the purpose for which any evidence admitted may be considered by them. ``Enjoy the Super Bowl. It may be your last.'' ``ID4'' was so successful that last year's Super Bowl drew ads for eight movies, including a trio of blockbusters: Sony's ``Men In Black'' and Universal's ``Liar Liar'' and ``The Lost World: Jurassic Park.'' The spot for ``MIB'' came five months ahead of its release date, reflecting the trend to build awareness far in advance of major movies. Sony's spot for ``The Mark of Zorro,'' starring Antonio Banderas and Anthony Hopkins, will air nearly six months before its opening. ``What you're trying to do that far in advance is build anticipation,'' Marx noted. Analysts have noted the network airing the Super Bowl is able to charge massive fees for ads not only because of the huge audience but also because viewers are more likely to watch the commercials, partly in anticipation of a blockbuster ad such as Apple Computer's historic ``1984'' spot. CAPTION(S): Photo, Box, Drawing Photo: (Color) ``The Wedding Singer'' will join Sunday's Super Bowl telecast. Drawing/Box: (Color) CREATING SUPER BUZZ Four studios will show ads during the telecast of Super Bowl XXXII Super Bowl XXXII was the 32nd championship game of the National Football League (NFL). The game was played on January 25, 1998 at Qualcomm Stadium in San Diego, California following the 1997 regular season. : SOURCE: Various studios Jon Gerung/Daily News |
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