Warner Bros. Discovery is using one of its featured animals, an annual event, as a major marketing push for its biggest film of the year.
This year, the company is bringing back The Puppy Bowl for its 21st installment, a game that is based on the upcoming DC Comics series aimed at reinvigorating the new DC movie universe from James Gunn and Peter Safran. We plan to use this game to enhance the movie Superman.
In fact, according to WBD, Gunn will appear in Puppy Bowl along with his dog Oz, who was the inspiration for the film’s superdog Krypto. Director Gunn will introduce the trailer for “Superman” and convey a “special message” to viewers.
Additionally, one pup that participates in the game will receive a “Crypto Super Play” prize.
WBD, like other major entertainment companies, is increasingly leveraging the means at its disposal to market its top-priority projects. For example, NBCUniversal has a strategy called “Symphony,” which was used to great effect on last year’s “Wicked.”
The relationship between a soccer-playing pup and a comic book superhero may seem strained, but there’s some logic to this move considering the important role Krypto plays in the film. There is. Last year’s event had 12.6 million concurrent viewers, according to WBD.
Animal Planet’s Puppy Bowl began in 2005 as a rival show to the Super Bowl, always the most-watched television event of the year, but no other TV channel bothers to show it original content.
The format has changed over the years, but it features puppies playing and “competing” with balls and toys in a custom-built “stadium.” The Puppy Bowl also raises awareness about adoption.
The 2025 edition includes 142 puppies from 80 shelters and will be simulcast on Animal Planet as well as TBS, TruTV, Discovery, Max and Discovery+. It kicks off at 2pm, so to speak, with a pre-show at 1pm.
“Animal Planet’s Puppy Bowl serves as an annual pop culture programming event that continues to grow in reach, awareness and, of course, the puppy demographic each year,” said U.S. Network Chief Creative Officer, Discovery Networks. said Howard Lee, President. “Win or lose, Puppy Bowl XXI will feature some of the cutest players in the game on Sunday, February 9th, inspiring families across the country to welcome new furry friends.”
