Dwayne Johnson Milk Super Bowl

Although this year the Super Bowl didn’t seem to net any ads as awesome as this great Star Wars themed ad or Ferris Bueller ad from last year’s Super Bowl, we did get to see the movie studios try to find the best way to cram a two-hour movie into the time it takes to forget what show you’ve been watching.  All of the six previewed movies have already released full-length trailers.  So did the studios succeed in convincing you to see their newest release?  Did any ad get you to order advance tickets for any coming attractions?  Here are the movie trailer commercials straight from the 2013 Super Bowl.

First up, Universal Studios shelled out some big bucks for a full 60-second spot for the May 24, 2013 release of the sixth entry in the Fast & Furious franchise.  If none of the past versions of the road race series interested you then maybe a team-up of Dwayne Johnson and Vin Diesel will.

It all looks like… a lot of car chasing, but it doesn’t look like it is promising audiences to be anything else so we’re betting “what you see is what you get” with Fast & Furious 6.

And speaking of Dwayne Johnson, don’t you wish this Super Bowl milk commercial was advertising a new sci-fi flick?

This was probably the most fun ad of the night.  It reminded at least one of us of the original John Carpenter film Assault on Precinct 13.

Next up, not at 60 seconds but 90 seconds, is an extended trailer from Walt Disney Studios for The Lone Ranger.  Not a lot of new material here, but we get a glimpse of some comedy from Johnny Depp as the legendary Tonto.

The Lone Ranger has a July 3, 2013 theatrical release.

So what can you do with 30 seconds in the Super Bowl’s primetime real estate?  The tightly edited Paramount Pictures preview for the Brad Pitt zombie movie World War Z actually plays much better than the previously released extended trailer, proving that good editing can make for better marketing.

World War Z is scheduled for release on June 21, 2013.

Likewise Paramount’s new 30-second preview for Star Trek Into Darkness is more exciting than any of the several previously released trailers.  Complete with a new British invasion quick intro, a clearly doomed NCC-1701 Enterprise, and Spock hanging out a little longer than before in molten lava, this almost made us not care whether or not Benedict Cumberbatch was going to play Khan, despite Captain Kirk’s question of the year “Who the hell are you?”

Star Trek Into Darkness is due in theaters May 17, 2013.

We previously previewed the full trailer for Disney’s Oz the Great and Powerful, starring James Franco and Rachel Weisz and thought it looked great.  This 30-second Super Bowl commercial has all the key components but seems to play up the Wicked Witch of the West.  If she has this much attention in the previews we hope she also gets similar screen time in the actual film.

And who doesn’t want to see more flying monkeys?  Oz the Great and Powerful is scheduled for a March 8, 2013 release.

Finally, Marvel Studios had some fun showing a key 30-second scene from the May 3, 2013 release of the sure-fire summer blockbuster Iron Man 3.  But if you only watched the Super Bowl this is all you saw:

The much better extended… er… extensive preview was available only online.  And it will crack you up.

You gotta love Robert Downey, Jr.

Check out all the most eagerly awaited movies coming out in 2013 here.

C.J. Bunce
Editor
borg.com

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