Marvel Studios Breaks Tradition: No Super Bowl Ads for 2026 Blockbusters
In a surprising departure from established practice, Marvel Studios will not be promoting its upcoming major films during Super Bowl LX this year. According to industry reports, the entertainment giant has opted out of advertising spots for both Spider-Man: Brand New Day and Avengers: Doomsday during the NFL's championship broadcast.
A Notable Shift in Blockbuster Marketing Approach
This decision marks a significant change in how Marvel approaches marketing for its cinematic universe releases. For years, the Super Bowl has served as a premier platform for Marvel to debut trailers and generate massive global attention for its films. Past Marvel Cinematic Universe titles like Deadpool & Wolverine and Thunderbolts premiered teasers during the Big Game, creating immediate buzz and dominating entertainment news cycles.
The Super Bowl's unparalleled live audience, often exceeding 100 million viewers, has made it a coveted advertising space where well-timed trailers can capture immediate global attention. Fans have grown accustomed to associating the championship game with exclusive first looks at major Hollywood releases, making Marvel's absence this year particularly striking.
Why Marvel Is Sitting Out Super Bowl 2026
Industry analysts point to several strategic reasons behind Marvel's decision to skip Super Bowl advertising this year:
- Soaring Advertising Costs: A 30-second Super Bowl spot reportedly commands upwards of approximately $10 million this year, representing a substantial marketing investment.
- Extended Release Windows: Both Spider-Man: Brand New Day (scheduled for July 31 release) and Avengers: Doomsday (set for December 18) are many months away from their theatrical debuts. Marvel might prefer to unveil trailers closer to actual release dates rather than far in advance.
- Established Global Brand Presence: Marvel's worldwide recognition may generate sufficient year-round buzz without requiring a Big Game marketing push. Some industry observers note that the core fanbase actively seeks out trailers online regardless of Super Bowl advertising.
These factors suggest Marvel is carefully recalibrating when and where it allocates its substantial marketing budget, potentially signaling a broader shift in Hollywood's approach to blockbuster promotion.
Marketing Continues Despite Super Bowl Absence
Even without Super Bowl advertising, Marvel's promotional cycle remains active. Avengers: Doomsday has already seen several teaser releases over recent months, while Spider-Man: Brand New Day is expected to receive a full trailer in the coming weeks or months through alternative channels.
Meanwhile, other major studios and franchises are seizing the opportunity presented by Marvel's absence. Titles anticipated to debut spots during Super Bowl LX include:
- The Mandalorian & Grogu
- Toy Story 5
- Hoppers
- Super Mario Galaxy Movie
- Scream 7
This redistribution of advertising space highlights how Marvel's strategic shift creates opportunities for competing entertainment properties to capture the Super Bowl's massive audience attention.
