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Universal’s Faith In Minions: The Rise of Gru Is Apparent From Their Super Bowl Spending
Universal Pictures
While these records seem to be guaranteed to be held by Minions: The Rise of Gru alone, the fact that Universal is essentially adding another $6.5 million in Super Bowl advertising to the $5.6 million spent in 2020 shows that they are hoping for a huge return in July. Paramount could in theory match both of these records if they were to put out a trailer for Top Gun: Maverick, which also ran a trailer in 2020 only to have the movie delayed to this year. However, having only just seen Tom Cruise star in a custom trailer during the AFC title game, it is unlikely they will want to push up the advertising budget even further.
Minions: The Rise of Gru is one of the few movies that Universal chose not to put out as a streaming release, which is something they did with both Trolls World Tour and the recent release of Hotel Transylvania: Transformania. While the decision has allowed the movie to be the only one to likely ever broadcast Super Bowl trailers in non-consecutive years, Universal will now be hoping that the gamble will pay off when the film finally debuts in the summer.
