I put the movie trailers into a different category when it comes to Super Bowl commercials because unlike the most commercials, these focus on what they're selling the entire time. Rather than having the goal of "how can we make people remember our commercial?" they need to go with "how can we make our movie look kick-ass?".
For instance, the Vader commercial. I remember it and I know it was for some type of car, but did anyone actually pay attention to the car maker? I sure as hell don't remember (I realize I'm not the most observant person in the world, but I can't be the only one, right?). I guess in that sense, the commercial was a failure because someone in their audience doesn't remember the product they were selling.
Of course with movie trailers, companies really can't do that. Instead, they need to feature epic music along side teasers of their movie to gain your interest. This creates a different type of commercial that really cannot be compared to the typical Super Bowl commercial.
Also, I'm sure there are people that could care less about the normal commercials, but are extremely excited to see the new movie trailers.
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