Super Bowl halftime show now a huge spectacle: Queen's University professor
Queen’s University popular music expert Kip Pegley can comment on the choice of Beyonce for the Super Bowl halftime show and on the new interactive element producers are adding to the show this year.
“Much rests on the choice of the Super Bowl halftime performer: while for some viewers it was once a time to get food and take a break from the action, the halftime show is now a spectacular event in itself, a scaled-down version of the show seen at the opening of the Olympic Ceremonies every two years,” says Dr. Pegley. “This year’s choice of Beyonce is smart, as it draws in a wide range of male and female fans. Moreover, there will also be a contest: fans can submit photos that may be chosen to air as part of a TV ad in advance of Beyonce’s performance. This is a clever strategy aimed at attracting the attention of younger audiences who are both Beyonce fans and appreciate the interactive element. The washroom break just got a little shorter.”
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