![Why Marvel Skipped Super Bowl 2026 for Avengers and Spider-Man [2025]](https://tryrunable.com/blog/why-marvel-skipped-super-bowl-2026-for-avengers-and-spider-m/image-1-1770037611907.jpg)
Why Marvel Skipped Super Bowl 2026: The Unexpected Strategic Shift
Here's the thing—Super Bowl has been the ultimate launchpad for Hollywood blockbusters for years. Studios spend millions just to show 30 seconds of footage to 115 million viewers. It's like printing money for marketing, except you're paying a fortune for the ink.
But Marvel Studios just did something that shocked the internet: they're skipping Super Bowl 2026 for two of their biggest upcoming films. Avengers: Doomsday and Spider-Man: Brand New Day won't get the coveted Super Bowl Sunday trailer drop. No pre-game commercial slot. No synchronized global debut moment.
Instead, Marvel's opting for a completely different promotional strategy.
Fans across social media are losing their minds. Twitter threads are 500 posts deep. Reddit's Marvel communities erupted in confusion. The question echoing everywhere is simple: why would Marvel pass on the biggest advertising opportunity in sports?
The answer reveals something deeper about how entertainment marketing is changing in 2025. It's not just about the Super Bowl anymore. It's about where audiences actually are, how they consume content, and whether spending $7 million for a 30-second spot still makes financial sense.
Let's break down what happened, why it matters, and what it means for how Hollywood will promote blockbusters going forward.
The Super Bowl Tradition: Why It Was the Holy Grail for Studios
Super Bowl Sunday isn't just a football game. It's a cultural moment that transcends sports entirely. The halftime show matters. The commercials matter. The trailers matter—sometimes even more than the game itself.
For decades, studios treated Super Bowl like a guaranteed hit. The numbers were undeniable. 115 million viewers tuned in for Super Bowl LIX, according to Nielsen ratings data. That's roughly one-third of the entire US population watching live television at the exact same moment. No streaming platform, no YouTube premiere, no social media rollout could match that concentrated audience size.
Marvel understood this better than anyone. They'd been using Super Bowl as a launch pad for their biggest MCU moments:
- 2018: Black Panther teaser during the Super Bowl reached millions instantly
- 2020: Avengers: Endgame footage generated weeks of online discussion
- 2022: Doctor Strange in the Multiverse of Madness trailer dominated post-game conversations
- 2023: Guardians of the Galaxy Vol. 3 teaser became immediate meme content
Each trailer drop created instant momentum. Fans would wake up the next morning to an avalanche of reaction videos, analysis pieces, and viral clips. Entertainment news cycles would run for weeks on a single 60-second reveal.
The beauty of the Super Bowl drop was synchronization. Everyone saw it at the same time. There was no "getting spoiled" on YouTube. Everyone got the premiere experience simultaneously, which made it feel exclusive and communal.
Plus, the audience was broad. You're not just reaching Marvel hardcore fans—you're reaching casual viewers, non-MCU audiences, and people who don't typically engage with superhero content. That's the real value. Super Bowl reaches people outside your usual marketing bubble.
A traditional Super Bowl ad can cost
The Cost Reality: What $7 Million Actually Buys
Here's where the math gets uncomfortable for studios.
A 30-second Super Bowl commercial slot costs approximately $7 million for Super Bowl LIX. That's not hyperbole. That's the actual going rate. Some studios pay even more for premium spots (opening of the game, end of halftime break, final minutes).
For that $7 million, Marvel gets:
- 30 seconds of airtime on CBS
- Simultaneous reach to ~115 million live viewers
- Estimated 200-300 million additional views through social media clips within 24 hours
- Guaranteed media coverage and industry discussion
On the surface, those numbers justify the cost. But here's the complication: that $7 million is just the media buy. Marvel also needs to:
- Produce the trailer (another 2M depending on quality)
- Create supplementary marketing assets for social media
- Coordinate release schedules and embargo agreements with press
- Develop alternate versions for different platforms
- Manage the enormous online response and fan engagement
Total spend? Probably $10-15 million when you factor in everything.
Meanwhile, digital marketing has become substantially more efficient. A well-orchestrated YouTube premiere, paired with TikTok clips, Twitter threads, and Reddit AMAs, can now reach comparable audiences at a fraction of the cost. YouTube Premiere viewers alone could hit 50+ million if Marvel promotes properly. And they control the presentation entirely—no network gatekeeping, no broadcast standards restrictions, no "we have to cut it because of commercial time" constraints.
But that's not the only reason Marvel bailed on Super Bowl 2026.
The Audience Fragmentation Problem: Super Bowl Viewers Aren't Necessarily MCU Fans
This is the uncomfortable truth studios don't discuss publicly.
Super Bowl viewership is fundamentally different than it was five years ago. The demographic composition has shifted. Younger audiences—the exact people Marvel targets with comic book films—are watching less traditional television, period.
A 30-second Marvel trailer during Super Bowl reaches:
- Older demographics (45+) who watch sports religiously but might not see MCU films
- Casual football fans whose attention is on the game, not commercials
- International audiences watching via delayed broadcasts or streaming (who don't see the live Super Bowl feed)
- Non-comic-book audiences who have no intention of buying tickets
In other words, Super Bowl reaches a HUGE audience, but a significant percentage of that audience won't convert to ticket sales. They're not your target market. You're paying for waste.
Meanwhile, a YouTube premiere or social media rollout reaches:
- People actively seeking Marvel content (opted-in audiences)
- Existing MCU fans who've demonstrated interest through past viewing
- Genre fans likely to engage and share
- International audiences in their native time zones
- Audiences who can rewatch and share the trailer infinitely
This is called "audience quality" in marketing terms. You'd rather reach 50 million genuinely interested people than 115 million people where 40% don't care about superhero films.
Digital marketing is estimated to drive 1.5-2 million incremental ticket sales compared to 500K-600K from Super Bowl ads, offering better ROI for Marvel. Estimated data.
Marvel's Apparent Strategy Shift: Platform Control Over Broadcast Reach
Instead of traditional Super Bowl placement, Marvel appears to be shifting toward a multi-platform premiere approach for both films.
Based on industry patterns and what studios are doing in 2024-2025, the likely strategy for Avengers: Doomsday and Spider-Man: Brand New Day probably looks like:
-
Exclusive YouTube Premiere: A 48-hour exclusive window on Marvel's YouTube channel (100+ million subscribers) where fans watch simultaneously in a comment-enabled premiere event. This creates the "shared moment" feeling of Super Bowl without the broadcast television constraints.
-
Coordinated Social Media Push: TikTok, Instagram Reels, and Twitter clips released in tandem. Different 15-second cuts optimized for each platform's algorithm and audience behavior.
-
Streaming Platform Priority: Disney+ gets early access for subscribers (24-48 hours ahead of public YouTube). Subscribers see it first—rewarding loyalty and driving subscription numbers.
-
Strategic Press Embargo Lifts: Entertainment journalists and content creators get advance access with staggered embargo times, ensuring sustained media coverage rather than one-day peak.
-
International Rollouts: Different regions get simultaneous or near-simultaneous access, avoiding "spoiler" situations where one region sees the trailer days before another.
-
Fan Event Integration: Comic-Con, Cinemasa Con, or exclusive fan events might premiere the trailer, creating grassroots buzz before the public release.
This approach gives Marvel something Super Bowl never could: control. Control over the experience, control over which audiences see it first, control over the narrative around the reveal.
The Financial Argument: Why $7 Million Feels Inefficient Now
Let's do actual math here.
Assume Marvel's typical Super Bowl investment totals $12 million (media buy plus production and support).
How many additional tickets does that need to sell to be worthwhile?
If the average MCU film ticket costs $12, Marvel needs to drive just 1 million additional ticket sales to break even on the Super Bowl spend. That sounds reasonable for a 115 million-person reach.
But here's the issue: attribution is murky. Did someone go to Avengers: Doomsday because they saw the Super Bowl trailer, or because they're already an MCU fan and would've gone anyway?
Marketing research suggests 40-50% of Super Bowl audiences for entertainment would have seen the film regardless. So Marvel might only be converting 500K-600K incremental ticket sales—not quite breaking even on the $12 million spend.
Meanwhile, that same $12 million deployed across digital channels—YouTube advertising, social media promotion, influencer partnerships, streaming bundle deals—might drive 1.5-2 million incremental viewers when you account for the efficiency of targeted digital marketing.
In other words, Marvel probably gets MORE ROI from skipping Super Bowl and spending that money on precise, targeted digital promotion.
That's the unsexy math behind the decision that shocked everyone on Twitter.
The Streaming Wars Factor: Disney+ Needs the Content Momentum
Here's something people aren't talking about: Disney+ subscriber growth has plateaued.
Disney announced in late 2024 that Disney+ growth has slowed significantly. The platform needs to convert casual viewers into paying subscribers. The way you do that is by creating "must-watch" moments that justify the subscription.
If Marvel drops Avengers: Doomsday and Spider-Man: Brand New Day trailers on Disney+ first (with a 24-48 hour exclusive window for subscribers), that's a compelling reason for someone to buy a subscription or upgrade their plan.
Super Bowl doesn't create that urgency. Everyone gets it simultaneously on CBS. There's no competitive advantage for Disney+ subscribers.
But if the trailer is Disney+ exclusive for 48 hours before hitting YouTube? Now subscribing becomes the way to stay ahead of the conversation. That's worth way more than broadcast reach.
This is why streaming platforms have started funding exclusive content entirely differently. They're not chasing the biggest possible audience—they're chasing the most valuable audience (paying subscribers).
Marvel's decision to skip Super Bowl makes perfect sense when you view it through the lens of Disney+ subscriber acquisition costs and lifetime value. It's not about marketing the movie anymore. It's about marketing the subscription service.
Marvel reallocates its marketing budget, spending an estimated
Precedent: Other Studios Already Tested This Waters
Marvel isn't the first studio to make this move, but they're one of the highest-profile examples.
When you look at what major studios have done recently with blockbuster trailers:
- Warner Bros. (with DC films) has been experimenting with exclusive streaming reveals and fan event premieres instead of Super Bowl slots
- Paramount Pictures shifted several major trailers to simultaneous global streaming premieres in 2024
- Universal Pictures started using exclusive YouTube Premiere windows before any broadcast placement
The pattern is clear: major studios are testing whether they need Super Bowl anymore. And early data suggests they don't—at least not for every blockbuster.
Super Bowl still makes sense for certain campaigns:
- New franchises launching for the first time (you need broad awareness)
- Non-fan audiences (comedies, dramas, sports films)
- Quick campaigns with short runways
- High school/family content (still heavily TV-dependent for that demographic)
But for established franchises with passionate fanbases? The math increasingly doesn't support Super Bowl investment.
The Fan Reaction: Why This Decision Confused Everyone
Fans on social media went absolutely berserk when the news broke.
The core complaint was simple: "Why would Marvel NOT want the biggest possible moment?"
But fans were thinking emotionally, not economically. They wanted the shared cultural moment of everyone watching Marvel's newest reveal simultaneously on the biggest stage. That's the fan perspective.
Studio executives are thinking about conversion rates, customer acquisition costs, and subscriber growth metrics. That's the business perspective.
The disconnect reveals something interesting about how entertainment fandom operates: fans often don't realize that marketing strategy doesn't optimize for their experience. It optimizes for profit margins.
Meanwhile, some fans made a more sophisticated argument: "If Marvel skips Super Bowl, that shows they're not confident in these films."
That's actually wrong. It's the inverse. Overconfidence is what drives the Super Bowl decision now. Studios confident in their films' appeal don't need the Super Bowl crutch. They can drive interest through smaller, more targeted channels because they know the product speaks for itself.
Underconfident studios sometimes spend MORE on broad marketing (Super Bowl included) hoping to reach anyone who might bite. Confident studios spend smart money efficiently.
The Streaming Premiere Evolution: How Trailers Now Launch
So what does a modern high-profile trailer reveal actually look like in 2025?
Here's the template studios are using:
Week 1: Exclusive Window
- Subscribers to Disney+ (or relevant streaming platform) get 48-hour exclusive access
- Trailer premieres Friday evening, available only via streaming service
- Marvel sends embargo lifts to press and content creators for weekend coverage
- Organic social media clips start circulating (fans record screens, share quotes)
Day 2-3: Public Release
- YouTube premiere happens Sunday evening (concurrent with fan event or online showcase)
- YouTube Premiere allows live comments and chat during the reveal
- Simultaneous release across Twitter, Instagram, TikTok, and international platforms
- Press embargo lifts fully, allowing published reviews and analysis pieces
Week 2-3: Momentum Building
- Reaction compilations and analysis videos dominate YouTube algorithmic feeds
- TikTok clips go viral (usually 15-30 second cuts)
- Reddit discussions dive deep into Easter eggs and hidden references
- Entertainment podcasts and YouTube channels do deep dives
- Influencers create custom content reacting to reveals
Week 4+: Sustained Engagement
- Behind-the-scenes content starts rolling out
- Director/actor interviews discussing trailer themes
- Fan theories and speculation continue on Reddit and Discord
- Merchandise and ticket pre-sales leverage the hype
This strategy actually extends the trailer's useful lifespan. Super Bowl gets a huge initial burst on Sunday, then drops off a cliff by Wednesday. Digital releases sustain interest for weeks through algorithmic distribution and fan-driven content.
Marvel's strategic shift in 2026 focuses on digital platforms, allocating 35% to social media and 25% to streaming, reducing reliance on traditional media. Estimated data based on industry trends.
International Considerations: Why Global Timing Matters
Here's something Super Bowl can't handle: international audiences.
Super Bowl airs live on CBS at 6 PM Eastern Time. That's great for the US. But what about:
- Europe: The game airs at 11 PM GMT (midnight in UK/Europe). European audiences miss the live premiere.
- Asia-Pacific: Super Bowl airs the next morning in most Asian markets. Australia sees it Tuesday morning. Japan sees it Monday afternoon.
- Latin America: The game airs late evening, cutting into local programming.
For a global franchise like Marvel, these time zones matter enormously. Fans in different regions would experience the trailer reveal at completely different times. Some regions get "first look" advantages and can spoil it for others.
A coordinated digital release handles this differently:
- All regions get simultaneous access (Thursday evening US / Friday afternoon Europe / Friday evening Asia)
- No region has a "spoiler advantage"
- Each region can experience the premiere moment together (within their local time zone)
- Streaming platforms handle localization automatically (subtitles, regional pricing)
MCU fans in India, Brazil, UK, and Australia all get the same experience at the same global moment. That's genuinely harder to pull off via broadcast television.
The Talent Perspective: How Actors and Directors Are Marketing Now
One element that often gets overlooked: talent is part of the marketing equation.
When Marvel does a traditional Super Bowl reveal, the director and actors do media rounds leading up to the event—interviews with major publications, talk show appearances, promotional activities. All coordinated around the Super Bowl Sunday release.
But modern talent is increasingly reluctant to coordinate massive media blitzes around specific dates. Why? Because interviews on YouTube, podcast appearances, and TikTok content creators get more organic reach than traditional press anyway.
So Marvel might be shifting because their talent actually prefers the flexibility of a digital release campaign. Instead of a "Super Bowl week media tour," directors and stars can do:
- Individual podcast appearances scattered over 4-6 weeks
- YouTube channel collaborations with content creators
- Spontaneous Reddit AMAs answering fan questions
- TikTok/Instagram collaborations with younger audiences
- Comic-Con panel discussions (which reach dedicated fanbases better)
This distributed approach actually serves talent better. Instead of doing 8 interviews in 3 days (Super Bowl blitz), they do 10-12 interviews over 6 weeks, reaching different audiences on different platforms.
It's less exhausting, often more effective, and certainly more aligned with how modern celebrities prefer to engage with audiences.
The Risk Calculation: What Could Go Wrong With This Strategy
Skipping Super Bowl isn't risk-free, though. There are legitimate concerns:
1. Lost Cultural Moment Super Bowl is genuinely a cultural touchstone in America. Skipping it means missing watercooler conversations on Monday morning. That real-world social networking still matters, especially for driving word-of-mouth ticket sales.
2. Spillover Entertainment Value Super Bowl commercials ARE entertainment. People watch the game specifically to see the ads. By skipping that slot, Marvel misses a demographic (Super Bowl viewers who aren't MCU fans) who might've discovered the films through a compelling trailer.
3. Press Coverage Limitations Super Bowl trailer reveals get automatic mainstream media coverage. Entertainment journalists literally cover "the best Super Bowl commercials" as a news story. Digital releases don't get that same built-in press cycle.
4. Guaranteed Impressions Super Bowl is a guaranteed 115 million impressions. Digital reach is variable and algorithm-dependent. If a trailer doesn't trend on TikTok or Twitter, it might underperform expectations.
5. Younger Talent Appeal Some movies NEED Super Bowl (especially family films). Skipping Super Bowl for a tentpole blockbuster might hurt mainstream awareness among non-MCU households with kids.
So it's not that Super Bowl is dead—it's that it's no longer the obvious choice for every studio and every film. The calculation has changed. For Marvel specifically, the calculation apparently shifted toward "don't need it."
Estimated data suggests a shift towards digital targeting and YouTube premieres, with reduced reliance on Super Bowl slots for film marketing by 2026.
2026 Outlook: The Broader Industry Implications
If Marvel's Super Bowl skip works—if both films crush box office numbers and the digital trailer campaigns are successful—expect a cascade effect across Hollywood.
Other studios will absolutely consider skipping Super Bowl for their tentpole releases. Why spend
Likely scenarios for 2026 and beyond:
Super Bowl becomes even more selective Only certain types of films get Super Bowl slots: new franchises, broad comedies, films targeting older demographics, unexpected releases needing awareness boosts.
Streaming services bid more aggressively for premiere exclusivity Disney+, Netflix, Max, and other platforms might actually bid for exclusive window periods on major trailers, just like they do for theatrical releases. The trailer premiere becomes a subscription driver.
YouTube becomes the "Super Bowl" for digital natives YouTube Premiere events might become the standard for blockbuster reveals, as they offer simultaneous global reach without broadcast limitations.
Hybrid approaches emerge Studio might do both: a digital premiere AND a modified Super Bowl spot (shorter, different content) for brand awareness among non-digital audiences.
Fan events matter more Comic-Con, Cinemasa Con, and exclusive fan events become primary premiere venues because they reach engaged audiences and generate organic media coverage.
The Super Bowl won't disappear as a marketing vehicle. But the assumption that every blockbuster "needs" Super Bowl placement? That era is ending.
The Investment Case: Why This Matters to Disney's Bottom Line
Ultimately, this decision comes down to shareholder value.
Disney is a publicly traded company. Every major marketing decision gets evaluated through the lens of return on investment. Super Bowl spend needs to justify itself against other marketing spend.
When Marvel's leadership determined that
It's possible—even likely—that Marvel's marketing team ran models showing:
- Scenario A: 150M additional box office
- Scenario B: 175M additional box office + 2M Disney+ subscriber sign-ups
If Scenario B wins, you skip Super Bowl. It's that straightforward.
For Disney shareholders, this is actually compelling. It shows disciplined capital allocation. The studio isn't blindly following tradition—it's optimizing for actual financial returns.
That's why the business media is treating this as a significant story, even though fans are just confused about why Marvel would skip the biggest commercial advertising opportunity in America.
What Fans Should Expect: The Actual Trailer Experience
So what does this mean for someone actually excited to watch the Avengers and Spider-Man trailers?
Honestly? The experience might be better.
Here's what probably happens:
Avengers: Doomsday Trailer
- Premieres Friday evening exclusively on Disney+
- YouTube Premiere happens Sunday evening with live discussion chat
- Simultaneously released across all social platforms
- Your favorite content creators have full 48 hours to plan detailed reaction videos
- The trailer isn't spoiled by leaked clips or early broadcasts
- Discussion builds gradually over weeks (not peaks immediately and dies)
- You get to watch in your preferred format (TV, phone, computer) rather than during a football game
Spider-Man: Brand New Day Trailer
- Similar timeline and approach
- Possibly released at a different time than Avengers to maximize attention for both films
- Exclusive Disney+ early access for subscribers
You actually get better presentation quality, more control over when you watch, and longer-running discussion and analysis. The trade-off is you don't get the Super Bowl "moment" that the entire country experiences simultaneously.
For hardcore MCU fans (the actual target audience for these trailers), this is probably preferable. For casual audiences who might've seen it during Super Bowl? They might miss it entirely.
That's the gamble Marvel is making.
The Content Ecosystem Shift: Why Super Bowl Was Always Weird Marketing
Take a step back and think about this: Why was a football game broadcast ever the primary venue for blockbuster film marketing?
Historically, it made sense. Super Bowl was the only guaranteed moment where 100+ million Americans watched the same thing simultaneously on live television. There was no YouTube, no Twitter, no streaming alternatives. Super Bowl was THE mass media vehicle.
But that was 2005. We've spent the last 20 years building completely different media distribution infrastructure.
In 2025, the idea that a football broadcast is the best place to premiere a $200M blockbuster trailer actually seems quaint. YouTube reaches 2 billion people monthly. TikTok reaches 1 billion. Netflix reaches 270 million. These platforms offer precision targeting, algorithmic distribution, and unlimited replay value.
Super Bowl is actually the old media approach to an old problem: "How do we reach the most people in America?"
Modern media asks a different question: "How do we reach the RIGHT people, multiple times, across multiple formats, with perfect timing?"
That second question has much better answers now, and none of them involve a football broadcast.
Marvel's decision isn't radical. It's actually the logical conclusion of how entertainment marketing has evolved. Super Bowl is just one option among many—and increasingly, not the best option.
FAQ
Why did Marvel decide to skip Super Bowl 2026 for these trailers?
Marvel appears to have concluded that the return on investment for Super Bowl placement no longer justifies the $7+ million media spend. Instead, the studio is shifting to digital platforms where targeted marketing to engaged audiences produces better conversion rates for ticket sales and streaming subscriptions. The decision reflects broader changes in how audiences consume content and how studios deploy marketing budgets most efficiently.
What alternative marketing strategy is Marvel using instead?
Based on industry trends, Marvel is likely using a multi-platform approach including exclusive Disney+ premiere windows (48-hour subscriber-only access), coordinated YouTube Premieres, simultaneous social media releases across TikTok, Instagram, and Twitter, strategic press embargo lifts for content creators, and integration with fan events like Comic-Con. This distributed approach extends the trailer's cultural lifespan beyond the single-day Super Bowl peak.
Does skipping Super Bowl mean Marvel lacks confidence in these films?
Actually, the opposite might be true. Confident studios sometimes feel less need for the Super Bowl safety net. When filmmakers believe their trailer speaks for itself and the films will resonate with their fanbase, they can deploy marketing more efficiently through targeted digital channels rather than relying on broad-reach broadcast television. The decision reflects confidence in the product and trust in their fanbase.
How much does a Super Bowl commercial slot actually cost?
A 30-second Super Bowl commercial costs approximately
Will fans still get quality trailers if they're not premiering on Super Bowl?
Yes, absolutely. Digital platforms actually offer advantages for trailer presentation. YouTube Premieres allow live comments and discussion during the reveal. Disney+ gives subscribers exclusive early access. The trailers can be released in multiple formats optimized for different platforms (30-second TikTok cuts, 90-second YouTube versions, etc.). Fans might actually have a better viewing experience with more control over timing and format.
Is Super Bowl dead for movie marketing?
No, but it's no longer the default choice for every blockbuster. Super Bowl still makes sense for new franchises launching for the first time, non-fan audiences, or films with short promotional runways. Established franchises with passionate fanbases increasingly find better ROI through digital marketing. The shift represents evolution in how studios evaluate marketing spend, not the complete elimination of Super Bowl as a promotional tool.
How do international audiences fit into this strategy?
Super Bowl airs at different times globally, creating spoiler risks and unequal access for fans worldwide. Digital releases allow simultaneous global premieres where all audiences (within their time zone) experience the reveal together. This is genuinely advantageous for global franchises like Marvel where international audiences represent massive portions of box office revenue. Streaming platforms handle automatic localization, subtitles, and regional variations seamlessly.
What does this mean for other studios? Will they also skip Super Bowl?
If Marvel's campaign succeeds commercially, expect other studios to reconsider Super Bowl investments for their tentpole releases. The decision pattern will likely become more selective: only certain film types and studios will continue using Super Bowl as a primary marketing vehicle. Smaller budgets might shift entirely to digital marketing, while Super Bowl becomes reserved for films specifically targeting broad, non-fan audiences.
Key Takeaways: What This Really Means
Marvel's decision to skip Super Bowl 2026 isn't about lacking confidence or not wanting attention. It's a calculated business decision reflecting how entertainment marketing has fundamentally changed.
The studio examined the numbers, ran the models, and determined that
That's disciplined capital allocation. That's modern media strategy. That's what studios are going to do increasingly when the data supports it.
For fans, it means the trailer experience might actually improve—more control, better presentation, longer cultural lifespan. For Disney shareholders, it means the company is optimizing marketing spend based on actual ROI metrics rather than industry tradition.
Super Bowl will remain important for certain films and studios. But the era where every blockbuster "needs" Super Bowl is ending. Marvel's decision is just the most high-profile example of that larger shift.
The way entertainment gets marketed is changing. This is just the beginning.
