(Clockwise from top left) 'The Mandalorian and Grogu', 'Michael', 'Scream' and 'Disclosure Day' Lucasfilm/Lionsgate/Paramount/Universal Pictures Super Bowl – to spend or not to spend. For some motion picture marketing heads, it’s a no brainer in the bang for buck before a near 128 million-plus viewers; this year’s Super Bowl LX single ad rate hitting a record $10 million up from last year’s estimated $7.5M-$8M for a 30-second spot. As such the usual suspects of Disney, Paramount and Universal are back; and historically, they can draw a straight line between their exposure of a movie during the Big Game and its box office score.
