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Four Companies Betting Big on the Super Bowl With Movie Trailers

NEW YORK (TheStreet) -- This year's Super Bowl movie trailer lineup will include films from Lions Gate Entertainment (LGF), Disney (DIS), Sony (SNE) and Viacom (VIA).

Shares of any of these four companies could receive a boost if buzz picks up as a result of the Super Bowl ads. Fox, the unit of Twenty-First Century Fox (FOX) that will broadcast the game on Sunday, is charging $4 million per 30-second commercial.

Lions Gate will have a 30-second spot for its upcoming football-related movie Draft Day. The movie, which hits theaters on April 11, stars Kevin Costner and also features current National Football League player Arian Foster. Lions Gate isn't one of the usual Super Bowl advertisers. 

The company's lineup of films for this year includes potential blockbusters Divergent premiering in March and Mockingjay in November. The company just saw a disaster in the release of I, Frankenstein, which cost $65 million to make and was estimated to have grossed about $10 million during this past weekend.

Lions Gate finished in fifth place last year among movie studios with domestic box-office revenue of $1.1 billion.

Disney is also betting big on this year's Super Bowl. The company will show trailers for Captain America: The Winter Soldier and Need for Speed, and its Muppets characters will appear in a commercial. Disney finished in second place last year with 15.7% of the domestic box-office take at $1.7 billion.

Last year, Disney showed trailers from several of its movies during the Super Bowl, including for Iron Man 3, The Lone Ranger and Oz, the Great and Powerful.

Iron Man 3 finished as the second-highest grossing movie for the year, while Oz came in 10th. Of the seven movies that had trailers shown during last year's Super Bowl, five ranked in the top 13 grossing movies for the year.

Viacom and Sony will also test the waters during this year's Super Bowl with trailers for Transformers: Age of Extinction and The Amazing Spider-Man 2.

At the time of publication, the author was long on Lions Gate Entertainment.

This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.

Stock quotes in this article: DIS, FOX, LGF, SNE, VIA 

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