Super Bowl Commercials: Zoe Saldana, Naya Rivera Star in Ads
Latina actresses Zoe Saldana and Naya Rivera made a splash in Super Bowl ads during Sunday's big game.
Rivera, 26, appeared in an amusing 30-second M&M commercial where she and the red character of the candy brand fall in love. The only thing she wants is to eat him as the "M&M" sang Meatloaf's "I'd do Anything for Love (But I Won't do That).
Fellow Latina Zoe Saldana appeared in a Bud Light ad with music legend Stevie Wonder. The two have magical powers in the commercial.
CBS aired numerous promos for their television shows and stars, such as Amy Poehler and Oprah Winfrey, filmed ads for Best Buy and Jeep, respectively. South Korean rapper Psy had his hit "Gangnam Style" made into a commercial for the Wonderful Pistachios brand.
The Super Bowl also resembled a trip to the movie theater with several potential summer blockbusters airing trailers.
Three film trailers aired through the first half and halftime and several others were broadcast during the lengthy pre-game show. While ad rates for the Super Bowl are notoriously expensive — $4 million for 30 seconds during Super Bowl 47 — they can generate buzz and potential ticket sales.
Reactions to an ad for the sixth installment of the "Fast and Furious" franchise, featuring Latinos Michelle Rodriguez and Jordana Brewster, quickly started trending on Twitter.
"The cost per minute is enormous, but studios obviously feel they are going to get the biggest bang for their buck," said Paul Dergarabedian, box office analyst for Hollywood.com.
Also airing in the first half were promos for Saldana’s "Star Trek Into Darkness" and the "Oz The Great and Powerful." After lights went out in the Super Dome in the third quarter, an ad for the third "Iron Man" film aired.
"This is where the studios take the opportunity to plant the seeds of excitement of potential moviegoers for their biggest movies of the year," Dergarabedian said. He noted the studios aren't just aiming at domestic viewers, but the vast international audience that the Super Bowl attracts.
Film ads also played a prominent role in the ramp up to the game.
Walt Disney Co. co-sponsored an hour of pre-game coverage and used it to promote "The Lone Ranger," which stars Armie Hammer and Johnny Depp. In addition to a 90-second promo for the film, CBS aired a tie-in interspersing scenes from the film with footage of the 49ers and Ravens playing.
"World War Z" also aired an ad right before the game's kick-off.
"Identity Thief," a comedy starring Jason Bateman and Melissa McCarthy, was the rare film that will be in theaters before the summer movie season. Another February release, the Dwayne Johnson action film "The Snitch" aired an ad about 90 minutes before the game's start.
The vast Super Bowl audience makes it almost imperative for big releases to air ads during the game, Dergarabedian said, although several studios opted not to air any promos during the game.
"If you don't have a movie to crow about during the Super Bowl, then maybe your slate isn't strong enough," he said.
The Associated Press contributed to this report.
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