Marvel Sits Out Super Bowl Advertising, Holds Back Trailers for Its 2026 Films

Marvel Studios has built a reputation for owning the Super Bowl moment.

And this is exactly why its silence this year is turning heads across Hollywood and Madison Avenue alike.

"Spider-Man: Brand New Day" and "Avengers: Doomsday" are both slated for release this year.

Expectations were high that Marvel would once again use one of TV's most expensive stages to kick off its hype cycle.

Instead, according to Deadline, the studio will not air trailers for either film during Super Bowl LX, breaking a pattern fans and marketers alike had come to expect.

The decision stands out not because Marvel lacks firepower, but because the Super Bowl has long been a reliable launchpad for tentpole franchises.

A 30-second spot during this year’s game reportedly costs up to $10 million, making it one of the priciest media buys in entertainment marketing.

Yet sources cited by Deadline suggest Marvel sees little upside in spending that kind of money on two properties that already command global attention.

Per the sources of Deadline's Anthony D'Alessandro, "Spider-Man and the new Avengers are enough of a selling point."

This means that awareness is not the issue here.

Both films arrive months after the game, with "Spider-Man: Brand New Day" scheduled for late July and "Avengers: Doomsday" landing in December.

For Marvel, it may simply be too early to pull the trigger.

From a brand marketing strategy perspective, the move is a display of the studio's confidence.

Marvel appears comfortable letting anticipation simmer.

Competing for attention in a Super Bowl ad slate dominated by consumer brands, tech companies, and rival studios might just be counterproductive.

However, it doesn't mean Disney is skipping the game entirely.

A Different Disney Strategy

While Marvel is sitting out, Disney is still expected to show up with trailers for "The Mandalorian and Grogu" and Pixar’s "Hoppers," according to Deadline.

Toy Story 5 has also been rumored as a possible addition.

It goes to show how Disney is tailoring its promotional approach by franchise rather than applying a one-size-fits-all formula.

Other studios are taking the opposite route.

Lionsgate is expected to debut footage from its "Michael" biopic, while Dimension plans a new look at "Scream 7."

Universal is also bringing multiple animated and franchise titles into the mix, ensuring the Super Bowl remains a battleground for film awareness.

For Marvel, skipping the game could mean more focused moments later in the year, when trailers don't have to share oxygen with dozens of competing brands.

It also suggests the studio is leaning into its long-term rhythm: controlled reveals, fan-first events, and digital rollouts that keep conversation alive over months.

This approach mirrors Marvel’s own past strategy shifts, including its gradual pullback from Comic-Con exclusives in favor of studio-led livestreams and platform-native releases.

Last year, The Walt Disney Company reported $94.4 billion in revenue, showing how dominant the entertainment giant has remained over the years.

Marvel's Super Bowl Absence is a Lesson in Restraint

For marketers, Marvel’s decision offers lessons in knowing when not to show up. Here, we learn that:

• Choosing to skip high-cost moments has more benefits when baseline awareness and fan loyalty are already locked in.
• Timing matters as much as scale, especially when campaigns risk peaking too early.
• Brands like “Star Wars” and “Fast and Furious” show that staggered reveals can outperform single big buys.

The real question now is whether this restraint sharpens anticipation or leaves space for competitors to steal attention.

Our Take: Does Quiet Ever Speak Louder?

I’ll be honest, part of me wanted to see a new trailer. 

The lights, the logo, the goosebumps that come with a well-cut Marvel trailer.

But stepping back, this feels like a studio confident enough to leave money on the table and trust its audience to wait.

I respect that kind of discipline.

Marvel is choosing to clear its throat and speak later, and sometimes the most powerful move is knowing you don’t need to say anything yet.

In other words, the studio has teamed up with Oreo to create a limited-edition cookie drop. 

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