Pre-launch › Trailer campaign · 08 Feb 2026 · T−75
Lionsgate buys a Super Bowl LX spot for an original film
Deadline reported Lionsgate would run a Michael spot in the game, recalling its earlier buys for The Hunger Games in 2012 and Gods of Egypt in 2016. Primetimer listed the spot among those that aired.
Why it matters
An independent studio paid the game's record rate for an original, non-franchise film. Deadline later said assets were timed to Jackson moments, including the Super Bowl.
AnalysisThe desk has not found the spot on an official channel or confirmed whether it ran in-game or pre-game.
The numbers
- $7.9MUS linear TV ad spendResearch firm · USD · US linear TV, campaign to opening weekend · as of 26 Apr 2026ReportedSource: DeadlineiSpot figure reported by Deadline; reached 641M impressions across sports and network reruns.
Details
- Date
- 08 Feb 2026 · T−75
- Phase
- Pre-launch › Trailer campaign
- Category
- TV & content integration
- Markets
- United States
- Led by
- Studio-led
- Channels
- Linear TV
Sources 3
- 'Mandalorian And Grogu', 'Michael', 'Scream 7' & More In Play For Super Bowl LX Movie TrailersDeadline · 01 Feb 2026 · deadline.com · SecondaryVerifies: Lionsgate to run a Michael spot; $10M rate for 30 seconds; Lionsgate's previous Super Bowl buys
- Super Bowl LX movie trailers: Mandalorian & Grogu, Michael, Scream 7 and other big game spotsPrimetimer · 09 Feb 2026 · primetimer.com · SecondaryVerifies: Lists Michael among the Super Bowl LX spots
- Box Office: 'Michael' Opening to Near $100M U.S, $217M+ WWDeadline · 26 Apr 2026 · deadline.com · SecondaryVerifies: Opening figures; IMAX share; PostTrak; and the campaign recap: marketing spend, iSpot TV, flash mobs, HBCU, pop-up, holograms, buses, DJ trucks, billboards, MTV News, TikTok, X, Spotify, social views
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