The Super Bowl isn’t just about football anymore. Super Bowl LX, airing tomorrow, February 8, 2026, on NBC and streaming on Peacock, has become one of the year’s biggest showcases for Hollywood studios. In fact, some only watch the sportsball show for the commercials. But this year, viewers can expect a few less movie trailers than usual, but the few in the running are set to make a major impact. While Warner Bros., Netflix, and Amazon MGM are skipping paid spots, several studios are still betting big on the event’s massive reach. Can’t say I blame them when the costs has increased to $10 million for a 30-second spot. That’s a 20% increase over last year’s $8 million price tag.
But these movie studios are paying for that audience, and Universal Pictures looks ready to dominate the night with animation and spectacle. Its biggest draw may be Minions 3, which has yet to reveal a frame of real footage. Illumination’s marketing success with the Despicable Me series makes the Super Bowl a natural launch site. The film hits theaters July 1, and industry watchers expect the first peek at this installment to feature a sharp comedic hook that plays well with families watching the game.
Universal will also promote The Super Mario Galaxy Movie. The previous entry, The Super Mario Bros. Movie, used a viral in-universe ad during Super Bowl LVII. This year, the studio faces high expectations to keep that creative energy alive. Early talk suggests the new trailer could reveal fan-favorite characters like Yoshi and Rosalina. The film opens April 1, giving the Super Bowl ad valuable early reach among gamers and families.
Not all of Universal’s focus is animated. Steven Spielberg’s Disclosure Day, a mysterious alien-first-contact thriller, is heavily rumored to appear during the broadcast. The studio is reportedly holding back details until game night, echoing its successful 2005 campaign for War of the Worlds. Analysts say Universal wants Disclosure Day to feel like a return to classic Spielberg spectacle. The summer release could set the tone for the studio’s blockbuster season if the teaser lands as planned.
Disney, meanwhile, is keeping its attention on Pixar and Star Wars. The animation giant will premiere a new look at Hoppers, an original Pixar film set for March 6. The studio hopes the Super Bowl audience will help the film outperform past originals like Elemental. Later this summer, Toy Story 5 arrives on June 19. Pixar’s past Super Bowl spots for Toy Story 4 and Inside Out 2 both preceded billion-dollar global runs, and many expect this year’s sequel to create a similar wave of nostalgia-driven box office momentum.
In live-action, Disney’s most-watched title will be The Mandalorian & Grogu. The film marks the first Star Wars theatrical release since The Rise of Skywalker in 2019. After fans gave the first teaser a VERY cool reception online, Disney is under pressure to reset expectations. The Memorial Day release carries high stakes. The company still remembers the disappointment of Solo: A Star Wars Story, another Memorial Day release that fizzled. Executives hope this new trailer will reframe the narrative and energize longtime fans.
Over at Lionsgate, Michael aims to capture global attention during the halftime show. The biopic about Michael Jackson already dropped its full trailer, but the upcoming 30-second Super Bowl cut is designed to spark conversation. With Bad Bunny performing and music at the center of this year’s halftime buzz, the timing fits. The studio wants to position Michael, opening April 24, as both a dramatic awards contender and a commercial crowd-pleaser.
Paramount Pictures will highlight Scream 7, the newest slasher entry releasing Feb. 27. The studio needs to win back skeptical fans after the firing of star Melissa Barrera drew controversy. A high-profile Super Bowl placement could help. The previous film, Scream VI, used a Super Bowl LVII spot to deliver a $44 million opening. Paramount hopes history repeats itself.
Even as some major studios skip this year’s game, the cultural tug-of-war over the Super Bowl’s influence continues. Online trailers are cheaper, faster, and measurable. Still, as millions tune in on Sunday, the studios showing up seem determined to prove that Hollywood spectacle on America’s biggest stage still matters. As for now, it looks like the trend is far from over, but I expect it will be soon since all of these end up on YouTube within minutes of their Super Bowl debut.
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English (US) · 