Updated: Sunday, Feb. 3, 2019, at 8:32 p.m. PT
Amazon returns for the second year to the Super Bowl with a big promotional push behind a single series. This year, it’s Hanna, which tells the story of a powerful young girl (Esme Creed-Miles) who is trained by her operative father (Joel Kinnaman) to thwart the forces who oppose them.
In 2018, Amazon promoted Tom Clancy’s Jack Ryan, starring John Kraskinski.
While the promo had some impact with its Super Bowl premiere, the series seemed to lose momentum ahead of its pre-Labor Day premiere.
“We saw awareness and intent of use really high coming out of the Super Bowl,” Mike Benson, Amazon’s director of marketing told Variety. “Trailer views were phenomenally high.”
This time around, Amazon will try to capitalize on the immediate buzz that the Super Bowl provides by offering a 24-hour sneak peek of the first episode of Hanna before dropping the entire eight episode first season in March.
Much as the promo for Jack Ryan was effectively scored with “All Along the Watchtower,” the spot for Hanna is accompanied by The Yeah Yeah Yeahs’ Karen O singing a cover of the Smashing Pumpkins’ “Bullet with Butterfly Wings.”
The series is based on the 2011 film of the same name and written and produced by David Farr, co-writer of the original. Mireille Enos, who co-starred with Kinnaman in AMC’s The Killing, also stars.
READ MORE: Variety