By Barry Janoff
January 14, 2014: More than 100 million people will be watching, but viewers won't be seeing ads for just food, beverages, beer and cars during Super Bowl XLVIII on Fox.
Movie studios are among the biggest spenders during the Super Bowl, according to figures from research and marketing firm Kantar Media. Walt Disney ranks among the Top Five spenders from all categories during Super Bowl broadcasts from 2003-2013, with more than $80 million during that period.
Thirty-second spots are averaging close to $4 million, although companies that buy multiple placements generally gets better rate, according to industry insiders.
With the Big Game being played in MetLife Stadium, just across the river from Broadway, it's only fitting that the focus will be heavy on stars such as Tom Cruise, Johnny Depp, Jennifer Lawrence, Denzel Washington, Mark Wahlberg, Godzilla and Spider-Man; with plenty of action, adventure, super heroes and sci-fi. There's even a football film with Kevin Costner that takes viewers inside the tense and often ruthless workings of the NFL draft.
A dirty baker's dozen list of potential Super Bowl XLVIII movie commercials:
Muppets Most Wanted
Scheduled release date: March 21
Kermit, Miss Piggy and friends become embroiled in an international jewel heist, and enlist the help of such stars as Lady Gaga, Tina Fey, Ray Liotta and Salma Hayek.
Captain America: The Winter Soldier
Scheduled release date: April 4
Chris Evans is Steve Rogers/Captain America in a cast that also include Scarlett Johansson (Natasha Romanoff/Black Widow), Samuel L. Jackson (Nick Fury) and Robert Redford (Alexander Pierce).
Scheduled release date: April 11
Kevin Costner runs from baseball (Field of Dreams, Bull Durham) to football to play the GM of the Cleveland Browns in a film from Ivan Reitman (Ghostbusters, Animal House) that follows the team as it seeks to determine which college star they should draft with the No. 1 overall pick. The movie had the cooperation of the NFL, including allowing camera crews to film during the real draft day in 2012.
Scheduled release date: April 11
Johnny Depp takes a reverse route from The Matrix, here playing a scientist who is terminally ill and seeks to find a new life by mind-melding with an uber-computer.
The Amazing Spider-Man 2
Scheduled release date: May 2
The reboot continues with Andrew Garfield as Peter Parker/Spider-Man, along with Jamie Foxx (Max Dillon/Electro), Emma Stone (Gwen Stacy), Martin Sheen and Sally Field (Uncle Ben and Aunt May) and Denis Leary (Captain Stacy).
Scheduled release date: May 16
From Breaking Bad to breaking cities, Bryan Cranston plays opposite the iconic mega-monster created by radioactivity that seeks to destroy those who stand in its way.
X-Men: Days of Future Past
Scheduled release date: May 23
Marvel/20th Century Fox
Bryan Singer directs, Jennifer Lawrence (Raven/Mystique), Hugh Jackman (Logan/Wolverine), Patrick Stewart (Prof. Charles Xavier) star.
Edge of Tomorrow
Tom Cruise takes on the sci-fi genre again, here as Lt. Col. Bill Cage, who finds himself in a Bill Murray-Groundhog Day déjà vu, becoming an ever-more skilled soldier as he relives the last day of the ultimate battle between man and aliens.
Transformers: Age of Extinction
Scheduled release date: June 27
Michael Bay still directs, but Mark Wahlberg takes over the lead role in the next installment of Autobots, Decepticons and government officials seeking to control them all.
Dawn of the Planet of the Apes
Scheduled release date: July 18
20th Century Fox
Gary Oldman, Judy Greer, Keri Russell and Andy Serkis in the next installment of the franchise that begin in 1968, with humans still chastising their simian overlords with the tone set by Charlton Heston via the line, "Take your stinking paws off me, you damn dirty ape!"
Guardians of the Galaxy
Scheduled release date: Aug. 1
Bradley Cooper, Zoe Saldana, Vin Diesel, Chris Pratt, all involved in a deep galaxy quest that pits not-quite-so-good humans against certainly evil aliens.
The Expendables 3
Scheduled release date: Aug. 15
The bad-ass legends are back: Stallone, Stratham, Jet Li , Lundgren and Schwarzenegger, along with Harrison Ford, Mel Gibson, Wesley Snipes and Antonio Banderas.
Scheduled release date: Sept. 26
Denzel Washington is Robert McCall, described as a former black Ops commando who sought a quiet life but is brought back to active duty to protect a girl being hunted by international gangsters.
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