This morning, Beijing time, the 56th NFL Super Bowl was held at sofi stadium in California.
Venue: Super Bowl debut at the NFL's most expensive stadium
It's also worth mentioning the Super Bowl's SoFi Stadium, which was built in 2020 at a cost of $5.5 billion and is one of the most expensive buildings in the world.
The above 4 images are from the NFL's official Twitter
The SoFi Stadium was designed by HKS because it was located on the flight path of Los Angeles International Airport, with stricter height limits, and the final building was excavated 100 feet (about 30 meters). For the audience, the special sunken design also brought a sense of freshness to the experience.
In addition, the SoFi Stadium uses a transparent canopy, which is the first in the NFL to introduce enough natural light to avoid the impact of bad weather on the game; the stadium's central double-sided circular screen is also a highlight, it seems to be suspended, very futuristic, but also can enhance the audience experience.
SoFi Stadium is currently home to the Los Angeles Rams and Los Angeles Lightning. Super Bowl 56 is the star stadium's major event debut, after which it will also host the opening and closing ceremonies of the 2028 Los Angeles Olympics.
Midfield show: West Coast nostalgic feast
As soon as the list of guest performers in this year's midfield show came out, it received a lot of attention, with Dr. Dre, Snoop Dogg, Eminem, Marry J. Blige and Kendrick Lamar assembling, and the final performance also added 50 Cent, with a total of 44 Grammys on stage. It was also the first time the Super Bowl halftime show had been dominated by hip-hop.
This halftime show can be said to be a nostalgic performance of the West Coast, with a wave of classics such as "The Next Episode", "California Love", "Lose Yourself", "Still D.R.E. " and so on.
Some students joked that the analogy in China is equivalent to Zhao Benshan taking a group of star apprentices to re-perform the classic sketches of the Spring Festival Gala. Seems to have that meaning?
Take a look at the full video of the show:
Super Bowl halftime shows have always been no performance fees, but generally going on stage means a wave of extremely high popularity - singles on the charts and album sales are predictable. Snoop Dogg and "Bitter Mother" have recently released new albums, and Eminem has opened a pop-up shop in Los Angeles, Mom's Spaghetti.
Kendrick Lamar and Dr. Dre have not released a new album in years, the former's last album was DAMN. 5 years ago, the latter is 2015's "Compton", but both recently have two upcoming new albums.
Advertising costs are at record highs
As early as February 3, NBCUniversal issued an announcement announcing that the advertising space in this Super Bowl competition had been sold out. NBCUniversal also confirmed that the average advertising cost will reach a record high, and several ad slots sold for $7 million in 30 seconds.
Last year's Super Bowl advertising was $5.5 million, down somewhat from $5.6 million the year before, and the first time in a long time that there has been a decline. But this year it went back up.
One reason for the new high advertising costs this year is the increase in broadcast platforms. In addition to NBC (the 20th Super Bowl) this year, its Spanish-language broadcast network Telemundo and Peacock streaming platforms also have broadcast matches, and all of the game ads are broadcast on both platforms.
In addition, this year, there are more than 30 new advertisers, accounting for 40% of all advertisers, compared to last year. New advertisers come from 12 different industries, with automotive, tech and travel making the majority of them.
Cryptocurrency-related brands have been an eye-catching force this year, with about 10 brands advertising at the Super Bowl. Coinbase's Super Bowl ads are simple and rude, directly on the QR code to call everyone to register, and give reward temptations; FTX in addition to advertising, but also with social media activities to give away bitcoin.
Advertising is very dense during the Super Bowl, and in order to win from it, creative cards and star cards are common choices for most brands. Take a look at some interesting ads this year.
BMW "Zeus & Hera"
BMW ran this ad for iX at the Super Bowl. The ad is about Zeus's retirement in Palm Springs, with Arnold Schwarzenegger playing Zeus and Zeus's wife Hera playing Salma Hayek Pinault. A little gossip: Salma Hayek Pinault is the wife of Francois-Henri Pinault, CEO of Kering Group.
The plot of the story is simple, Zeus's boring retirement life is made exciting again because of the advent of the BMW iX. Although the brain hole is large, the connection with the electric car is still very clear, zeus is not only the king of the gods, but also the god of the sky and lightning.
Amazon Alexa
This is the 7th consecutive year that Amazon has advertised Alexa at the Super Bowl, and there have been many impressive films in the past. This year, Amazon continues to invite stars to help Alexa, this time with Scarlett Johansson and her husband, Colin Jost.
When Alexa evolved to master mind reading, the results didn't seem so rosy, a bit like a comedic version of Black Mirror?
McDonald's
YE (Kanye West), which has been very active on social media recently, even surpassed the Super Bowl on the Twitter Trend List before the Super Bowl even began. And he himself not only came to the Super Bowl scene, but also appeared in McDonald's Super Bowl commercials. YE is also known for its penchant for eating McDonald's.
Pleasure
Leshi's "Golden Memories" ad has two keywords: "friendship" and "comedy". Happy invited Seth Rogen and Paul Rudd, two old friends, to appear together, and it is worth mentioning that the two also combined to shoot Super Bowl ads for Samsung in 2013.
In addition, the script for the ad was written by Logan and Evan Goldberg, an old friend and partner, who also directed the ad.
Turkish Airlines
Turkish Airlines advertised at the Super Bowl again in two years, the last time in 2019. This year's ad starred Morgan Freeman, and the two sides have worked together several times before. The advertisement revolves around the concept of "Pangea", from the past when each continent was a whole, to the fact that there is still "a force" that can closely connect people in different places. At the end of the ad, Turkish Airlines typed a subtitle, saying that it "connected to more countries than any other airline", and sold its advantage.
There is also a wave of movie and episode trailers
Doctor Strange 2: Crazy Multiverse
As previously rumored, Marvel has placed a trailer for Doctor Strange 2: Crazy Multiverse at the Super Bowl. The trailer is very informative, there are multiple versions of your Doctor Strange and Scarlet Witch debut, and Professor X, who is rumored to join, is also suspected of taking the lead in this trailer. The film is scheduled for release on May 6 in North America.
In addition to the trailer, Marvel also released a new poster for the film today.
Moonlight Knight
Marvel also has a preview of the new drama "Moonlight Knight", which mainly revolves around the protagonist Oscar Isaac as moonlight knight, and Ethan Hawke as the main villain. The March 30 episode will begin airing at Disney+.
Following the trailer, a new poster for the series was also released.
The Lord of the Rings: Ring of Strength
Amazon has released the first trailer for the highly anticipated new series The Lord of the Rings: The Ring of Strength at the Super Bowl. The timeline of the drama version is set in the Second Age. The September 2 episode will begin airing on Amazon Prime Video.
It is reported that the first season of the show has already cost nearly $500 million, and it is expected that there will be 5 seasons.
Sonic the Hedgehog 2
In the new trailer for Sonic the Hedgehog 2, Sonic and his new partner team up to take on Nacrus and Dr. Egghead. The film is scheduled for release in North America on April 8.
The Lost City
In addition to Sonic the Hedgehog 2, Paramount also has a new trailer for "The Lost City," a comedic action film starring Sandra Bullock, Channing Tatum and Daniel Redcliffe, with cameo Brad Pitt also making a splash in the trailer. The film's North American schedule is set for March 25.
"No"
"Nope" is a new work written and directed by Jordan Peel ("Breaking Bad", "Us"), with a cast of Coco Palmer, Daniel Kalua and Steven Yuan, and there is no introduction to the new film. The film is scheduled for July 22 in North America.