Pre-launch › Hype acceleration · 08 Feb 2026 · T−103
Super Bowl spot swaps the Budweiser Clydesdales for tauntauns
A 30-second Super Bowl LX spot showed Mando and Grogu on a wagon pulled by tauntauns through snow, in the style of classic Budweiser ads. It used no new film footage. /Film put the airtime at $10M.
Why it matters
The studio bought the year's most expensive ad slot for a parody, not a trailer. Some viewers wanted footage, and a conventional trailer followed nine days later.
AnalysisThe spot is confirmed by StarWars.com; the $10M cost and the reaction are reported by /Film and CinemaBlend.
The numbers
- $10MReported airtime costUSD · One 30-second Super Bowl LX slot · as of 9 Feb 2026ReportedSource: /Film/Film does not name its source.
Details
- Date
- 08 Feb 2026 · T−103
- Phase
- Pre-launch › Hype acceleration
- Category
- TV & content integration
- Markets
- United States
- Led by
- Studio-led
- Channels
- TV, YouTube, StarWars.com
- Mechanics
- Platform subversion
Sources 3
- The Mandalorian and Grogu Debuts a Big Game SpotStarWars.com · 08 Feb 2026 · starwars.com · PrimaryVerifies: Super Bowl spot with tauntauns in place of Clydesdales; extended version
- Disney's Bizarre Mandalorian And Grogu Super Bowl Trailer, Explained/Film · 09 Feb 2026 · slashfilm.com · SecondaryVerifies: 30-second spot; reported $10M airtime; Jackson George quote via Variety; viewers caught off guard
- As The Mandalorian And Grogu's Super Bowl Ad Receives Mixed Reactions, A Lucasfilm Exec Speaks OutCinemaBlend · 09 Feb 2026 · cinemablend.com · SecondaryVerifies: Mixed reactions to the spot; a Lucasfilm executive responded
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15 Mar 2026 T−68
Pascal and Weaver present at the Oscars, with a Grogu video
Pascal and Weaver were among the presenters at the 98th Academy Awards. The official Star Wars channel posted a video tying the two stars and Grogu to the Oscars, branded with the film's release date.
USGLOBALReported
Pedro Pascal · Sigourney Weaver · Talent as distribution
The presenter list is reported by NBC. The desk has not watched the broadcast to confirm what Grogu did on stage.
16 Apr 2026 T−36
Archer meat snacks puts the film on its packs, with a Fandango offer
Archer's first entertainment deal put the film on three of its products nationwide. Packs carried a QR code to a Fandango offer, and an ad with film clips ran on Disney+, Spectrum Reach sports inventory, in cinemas and on social platforms.
USReported
Archer Meat Snacks · Fandango · Spectrum Reach · Physical-to-digital
Archer's own press release, republished by Perishable News.
17 Apr 2026 T−35
Cinemark unveils an LED AT-AT popcorn container and Grogu cups
Cinemark revealed a concession line with a Grogu popcorn container, a Mando helmet cup, a 130 oz tin and an LED AT-AT Walker container, plus a $30 Super Ticket for a 21 May early screening. AMC sold its own line and later said it had its third-best merchandise opening weekend.
USReported
Cinemark · AMC Theatres · Scarcity & collectibles