In just over a week, the Patriots and Eagles will meet in Minnesota to figure out which team will be this season’s Super Bowl champion. At the same time, studios will kickoff the competition for moviegoers’ dollars by showcasing previews for several blockbusters to be released between now and the end of summer. Disney is entering the game with at least two ads.

Disney has purchased a 30-second spot and a 45-second spot during NBC’s broadcast of the big game. Given that Disney often uses Super Bowl ads to promote Marvel Studios movies, one or both spots could go to the Marvel Cinematic Universe. Black Panther is already getting a cross-promotional spot with Lexus, but since the movie comes out just 12 days after the game, a dedicated spot from Disney would be a good call.

https://www.youtube.com/watch?v=01AEuxSlIMg

Avengers: Infinity War is also a good candidate for a Super Bowl spot. Disney has previously promoted Avengers films during the biggest broadcast of the sporting year, so it would hardly be a surprise to see Earth’s Mightiest Heroes and Thanos (Josh Brolin) during this year’s contest. One word of caution, however, is that Disney has a couple of other big releases that could take one, or even both spots.

No one’s ticket-buying decision for Avengers: Infinity War hinges on the presence of a Super Bowl ad. The awareness for Avengers movies is as high as a studio can hope for, so Disney may opt to advertise something that needs a little more help and is actually coming to theaters much sooner.

A Wrinkle in Time, directed by the extraordinary Ava DuVernay, comes out March 9, just a few weeks after Black Panther. Disney spent upwards of $100 million making the film and while the novel it’s based on has its share of fans, the built-in audience is nowhere near Marvel levels. Of all the films on Disney’s slate between now and the middle of the year, A Wrinkle in Time would get the most value out of an expensive Super Bowl ad.

The wild card in all this is Solo: A Star Wars Story. It doesn’t come out until May 25, but it hasn’t had a single teaser, or even an official poster or image. There has been speculation that Disney is waiting for the Super Bowl to launch the marketing campaign. That is certainly possible, but any Star Wars trailer will do just as well by dropping it on YouTube any other day of the year. Solo, despite all the drama that has fans worried, doesn’t need the Super Bowl.

The last possibility here is another Marvel Studios release. Ant-Man and the Wasp, like Solo, hasn’t started its marketing campaign. It is unlikely to get a big game spot, however, because the movie does not come out until July 6 and any ad Disney airs during the game could be forgotten very quickly as audiences focus on the other two Marvel films that are much closer to release.

Disney could always purchase more ad space during the game, but I would say the most likely scenario is both spots they currently own will go to Marvel Studios, or one of the spots will go to A Wrinkle in Time. In the latter scenario, it will be interesting to see if Disney lets Black Panther stand on its Lexus ad while giving one spot to Infinity War and the other to Wrinkle, or doubles down on Panther (not a bad call since it will be so close to hitting theaters) and leaves Infinity War to be marketed more heavily at a later date.

SOURCE: Deadline