The Biggest Trailer Drop of Super Bowl LX
On February 9, 2026, Universal Pictures debuted the full Disclosure Day trailer during Super Bowl LX — and it instantly became the most-talked-about ad of the entire broadcast. Steven Spielberg's return to alien sci-fi, starring Emily Blunt and Josh O'Connor, was revealed to 120 million live viewers in a spot that cost an estimated $14-16 million in airtime alone.
The trailer trended #1 on X (Twitter), YouTube, TikTok, and Reddit simultaneously for 48 consecutive hours — a feat no other 2026 Super Bowl advertiser came close to matching. Within the film marketing world, the Disclosure Day Super Bowl commercial immediately became the benchmark for how to launch a summer blockbuster.
Super Bowl Ad Costs: The Numbers
Super Bowl advertising rates have climbed relentlessly year after year. Here is how 2026 compares to the recent history of the biggest stage in advertising:
| Year | Super Bowl | 30-Second Spot | Notes |
|---|---|---|---|
| 2020 | LIV | $5.6M | Pre-pandemic peak |
| 2022 | LVI | $6.5M | LA hosted, crypto ads surged |
| 2023 | LVII | $7M | First $7M average |
| 2024 | LVIII | $7M | Las Vegas, record viewership |
| 2025 | LIX | $7-7.5M | New Orleans, continued climb |
| 2026 | LX | $7-8M | Disclosure Day trailer debut |
At approximately $7-8 million per 30 seconds, Universal's extended ~60-second Disclosure Day spot likely cost $14-16 million in airtime alone. Factor in production costs for the trailer edit, and the total investment pushes well above $15 million for a single minute of television.
Why Universal Paid $15M+ for 60 Seconds
Was it worth it? By every metric that matters to a movie studio, the answer is an overwhelming yes. Here is what $15 million bought Universal Pictures:
What the Trailer Revealed
The Super Bowl spot was not just a commercial — it was a revelation. After the December 2025 teaser kept things mysterious, the full trailer pulled back the curtain on Spielberg's vision:
For a deeper shot-by-shot analysis, see the full trailer breakdown and the aliens revealed page.
Super Bowl Movie Trailers: Historical Context
Movie studios have long used the Super Bowl as a launchpad for their biggest releases. Here is how the Disclosure Day spot compares to the most iconic Super Bowl movie trailer debuts in history:
The Disclosure Day spot carries the highest estimated price tag of any Super Bowl movie trailer in history — reflecting both rising ad costs and Universal's confidence in the film. Notably, Independence Day's iconic 1996 Super Bowl ad launched that film to a $817M worldwide gross, adjusted for inflation well over $1.5 billion. Universal is clearly betting that Disclosure Day can achieve similar cultural impact.
How Disclosure Day Stacked Up Against Other 2026 Super Bowl Ads
Super Bowl LX featured the usual mix of brand ads, celebrity cameos, and movie trailers. But Disclosure Day stood apart:
While brand advertisers generated short-lived buzz and the usual celebrity spots got their laughs, Disclosure Day's trailer had staying power. The combination of Steven Spielberg's name, first-ever alien footage, and a genuinely cinematic trailer made it the clear winner of Super Bowl LX advertising.
The Marketing Strategy: A Masterclass in Building Hype
The Super Bowl ad did not exist in a vacuum. It was the centerpiece of a carefully orchestrated marketing rollout designed to build anticipation in stages:
Teaser Trailer Released
Title revealed for the first time. Emily Blunt's live broadcast hijacking and Josh O'Connor's whistleblower plea. Used generic trailer music — John Williams' score kept under wraps. Set up the mystery without revealing the aliens.
Colin Firth First Look
Strategic still release showing Firth with electrodes on his head. Kept conversation alive between teaser and Super Bowl. Generated theories about mind control and alien communication.
Super Bowl LX Full Trailer
The big reveal. Aliens, warships, crop circles, and the Close Encounters connection shown for the first time. 120M+ live viewers. 48 hours trending #1. The moment the film became the most anticipated movie of summer 2026.
Press Tour & CinemaCon
Cast interviews, exclusive footage for theater owners, final trailer, and John Williams' score reveal. Building from awareness to urgency.
Theatrical Release
Theaters and IMAX worldwide. The payoff for six months of carefully staged reveals.
This strategy — teaser in December, Super Bowl full trailer, spring press tour, June release — follows the proven playbook for summer blockbusters. But the execution was elevated by Spielberg's mystique and the genuine novelty of each reveal. See the release date page for full timeline details.
Impact Metrics: By the Numbers
The Disclosure Day Super Bowl trailer generated staggering engagement across every platform:
Entertainment news outlets, morning shows, late-night hosts, podcasts, YouTube reaction channels, and film Twitter all amplified the trailer organically. The earned media value — coverage the studio did not pay for — is estimated to far exceed the original $15M ad buy, potentially reaching $50 million or more in equivalent advertising value.
The Bottom Line: $15M Well Spent
For a film targeting a worldwide gross north of $1 billion, spending $15 million to reach 120M+ live viewers and dominate global conversation for 48 hours is not extravagant — it is efficient. The Disclosure Day Super Bowl ad did not just sell tickets. It created an event. It turned a movie into a cultural moment months before anyone could buy a ticket. Universal's bet on Super Bowl LX may end up being the single best marketing dollar-per-dollar investment in the entire Disclosure Day campaign.