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American Idol: $1.4M for an audience of 31M, which breaks down to about 4.52 cents per viewer, versus the Super Bowl: $4.4M for an audience of 93M, or about 4.73 cents per viewer. Totally different worlds.

"They can run that three times on American Idol for about the cost of having done it on the Super Bowl."

Because making sure the same 31M people see the commercial three times is more important than making sure 93M see it once.

C'mon, Dave. What the hell were you thinking when you wrote this?!?!?

LOL, it makes total sense. More of the Shrek audience would be watching American Idol, too. And i think it was one 2 minute long ad, and not four 30-second ads. Right?

The official cost was 2.6 million this year, but Disney might have got a deal by going for two spots.

I'm curious what people think about the Pride commercial. It has been rated as the worst ad, and has put that movie's promotion into a tailspin that they'll now have to fight back from. Would they have been better off with traditional ad buys, where if it isn't working, it is easier to reverse from, than from a giant ad buy that everyone is talking about how awful it looks?

Comment: Super Bowl minutes went for about $2.2 million. >>>

Comment: The official cost was 2.6 million this year >>>

Not sure whose argument this helps, but the $2.2 million or $2.6 million quoted above refers to the price of a 30-second spot, not a one-minute spot.

FWIW.

Edward... you are avoiding my point.

Yes, if you want the biggest possible audience, you can't beat The Super Bowl. But who needs that audience?

The change I write of is that targetted advertising for film is becoming the thing, not the mass number. In the case of Shrek The Third, more than half the Super Bowl demo is not going to be the decisionmaker on going to that movie. Moreover, the spend on a 2 minute ad, which cost about $2.8 million on Idol while it would have cost about $8.8 million on the Super Bowl, is a choice to make an imprint.

And you are right, Ed. They are unlikely to run the 2 minute ad three times on Idol as an alternative. But you can be 100% sure that it was decided on as an alternative to the Super Bowl buy and that this is the same reason that the Grindhouse trailer launched on Feb 1, beating the super wave of hype.

You can also bet that MGM will be kicking themselves for spending on that Hannibal Rising ad on the Super Bowl when it barely moves the tracking needle this week.

Was it a new trailer or the same theatrical two minute trailer?

It may end up being another trailer, but it's not one that's been previously released and it had a lot of new footage...

On the PRIDE ad, I thought it just made the film look like a low-budget piece of poop. I'm Terrence Howard's biggest fan, but I ain't gonna see that film based on the trailer. Video at best.

And of course the film might be good, but the ad seemed to show differently...

Well then you're not Terrance Howard's biggest fan, are you?

Can Terrance Howard even have a biggest fan at this stage?

T-Ho is the classic case of a guy finally getting paid for being great, even when that means getting paid to be in bad movies.

However, unlike many of these folks, I think Terrence is the real deal and will survive a couple of years of mediocre films to reemerge as an important actor. I even think he will get much better as he mutures further through this experience and brings that to his eyes.

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