WBD Launches The Most Adorable Part of Superman Marketing Campaign Yet

Posted by By our-little-miss-is-home January 13, 2025 2 Views 8 Min Read
WBD Launches The Most Adorable Part of Superman Marketing Campaign Yet

Summary

  • WBD aims to promote the upcoming Superman film with the Puppy Bowl this year.
  • James Gunn’s reboot features Krypto as a key character beside Superman.
  • The Puppy Bowl promo aims to boost both the DCU’s popularity and pet adoption.

Superman might be the star of his upcoming DCU film, but there’s another equally important character that Warner Bros. Discovery is giving the spotlight with one big promotional move set to deploy on Super Bowl Sunday.

Superman has once again been chosen to lead DC into a new era on the big screen, as James Gunn and Peter Safran’s new DCU kicks off in earnest with a new cinematic take on the character with a lot of marked differences from Henry Cavill’s dark, broody version under Zack Snyder and the old order at DC Studios. There were a lot of different parts of the Superman ensemble that Gunn had to contend with when building up his reboot film, admittedly even reaching out to Snyder for some advice at one point. One of the more substantial decisions he made was the debut of Krypto, Superman’s occasional comic book companion and fellow super-powered crimefighter.

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There’s been some discussion about how Krypto could be Gunn’s secret weapon for DCU success, and the lovalbe canine’s involvement in the project is already having an effect on how the film is being marketed by WBD. A recent report from The Hollywood Reporter confirms that the company is going to use its 21st annual Puppy Bowl event as a bit of marketing for the upcoming Superman movie. In addition to the usual competition fare and a new “Krypto Super Play” award that participants will be eligible for, Gunn himself and his dog Ozu (who fans can thank for inspiring Krypto in the upcoming movie) will be in attendance to screen a special sneak peek at the Superman film and deliver a special message for viewers alongside the preview. While this isn’t the most traditional marketing strategy that WBD could have used in the lead-up to Superman later this year, it is certainly going to be the cutest one they’ll manage, and Discovery exec Howard Lee agrees.

Animal Planet’s Puppy Bowl serves as an annual pop culture programming event that continues to expand in reach, awareness and of course, puppies, every year. Win or lose, Puppy Bowl XXI will have the cutest players in the game on Sunday, February 9 and will inspire families across the country to adopt a new furry friend.

Howard Lee, chief creative officer of U.S. networks and president of Discovery Networks.

The Puppy Bowl has been a yearly television staple for just over two decades on Animal Planet, featuring two teams of puppies doing their darndest to play a game of football in a custom arena. The players are all from shelters, and the point of the event, which airs on Super Bowl Sunday every year, is to promote the practice of taking in pups from shelters and rescuing abandoned animals. Having the event also serve as promotion for the film is a great idea, especially as there are a lot of casual fans who don’t know much about Krypto. The promotion works both to get more information about the film and character out there and to increase interest and viewership for the Puppy Bowl itself, which helps out a great cause. This year’s event is set to feature 142 puppies from 80 different shelters and is looking to exceed last year’s 12.6 million overall viewers.

Krypto really could be a major force in the DCU’s popularity, and WBD seems to know that. Some fans might already be familiar with Krypto’s animated adaptation voiced by Dwayne Johnson, and those who aren’t will still get to experience the character in the film itself when it hits theaters. If Gunn and Ozu can drum up some more interest, give fans some more information to work with and promote a great cause in the process, then the 2025 Puppy Bowl might prove to be the best one yet.

Superman is set for theatrical release on July 11, 2025, while the Puppy Bowl 2025 is set to begin simulcast at 2 pm on Super Bowl Sunday on Animal Planet, TBS, TruTV, Discovery, Max, and Discovery+.

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