As Super Bowl LX approaches on February 8, 2026, Hollywood’s usual Big Game marketing frenzy looks different this year. Some of the biggest names in film; Netflix, Apple Original Films, Sony, and Warner Bros. etc are reportedly opting out of traditional Super Bowl advertising for their upcoming releases.
The move is striking because for decades, the Super Bowl has been the ultimate stage to debut movie trailers, with over 100 million viewers tuning in worldwide. Traditionally, a well-timed Big Game spot can spark massive social media buzz, drive trailer views, and generate early ticket sales. But this year, these studios are taking a different path.
Reports confirm that Netflix is skipping Super Bowl ad slots for its upcoming films, while Apple Original Films is also sitting out, favoring other promotional channels. Sony Pictures will not be buying movie ad space during the Big Game, and Warner Bros. is absent as well, despite its history of high-profile Super Bowl campaigns. Instead of spending millions on 30-second TV spots, these studios are focusing on digital-first marketing, using online trailers, social media campaigns, and targeted fan events to reach audiences without the massive price tag.
Not all studios are sitting on the sidelines. Disney, Universal, and Paramount are expected to lead the Super Bowl film marketing charge this year, with trailers for major blockbusters. Fans can anticipate promos for Toy Story 5, The Mandalorian & Grogu, and Super Mario Galaxy, among others. This split shows a strategic divide in Hollywood, with some studios viewing the Super Bowl as an essential launchpad while others are betting on digital-first campaigns and extended hype-building.
Several factors explain the shift. Skyrocketing costs make a 30-second Super Bowl ad increasingly expensive, with average prices hitting $8 million, not including production or talent fees. Digital platforms like YouTube and social media allow studios to reach their audiences more precisely. Meanwhile, many franchises are adopting strategies that favor sustained hype through social campaigns, trailers, and exclusive previews rather than relying on a single broadcast moment.
Even without Netflix, Apple, Sony, and Warner Bros. participating, the Super Bowl will still feature high-profile trailers and teasers. For studios that do advertise, the game remains a chance to set the tone for their biggest releases of the year. The takeaway is clear: Hollywood is experimenting with where, when, and how to reach audiences. The Super Bowl remains important, but it is no longer the automatic marketing must-have for every studio.