With Super Bowl LVIII fast approaching, speculation mounts around a battle of a different kind – major Hollywood studios competing for ad time to showcase their top 2024 movies.

CBS/Paramount have inherent advantages as the official broadcaster, potentially spotlighting films like thriller “A Quiet Place: Day One,” Bob Marley documentary “One Love,” or whimsy offering “IF” starring Ryan Reynolds. Meanwhile streaming arm Paramount+ could plug “Sonic” spinoff “Knuckles.”

Past experience suggests that Disney often seizes on the Super Bowl platform with trailers for tentpole titles, likely stirring anticipation this year. However, Warner Bros., Sony Pictures, Netflix and Amazon Studios are all absent from confirmed ad lineups at this point.

Among Hollywood’s players, Universal Studios boasts an impressive history of prominent Super Bowl promotional pushes. Musical adaptation “Wicked” with Ariana Grande and Cynthia Erivo seems a strong contender to feature if they elect to make a major play this time around as well.

With ad costs hovering around $7 million for 30 seconds of airtime, movie studios clearly see marketing value in attempting to capture the attention of over 100 million viewers expected to tune in on February 11th. Alongside the intense Chiefs-49ers matchup on the field, their trailer reveals represent another form of high-stakes showdown behind the scenes.