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Brian Steinberg
Senior TV Editor
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Cheyne Gateley/Variety Disney is attempting a feat of magic that might vex even talented sorcerers like its own Maleficient or Dr. Strange.
After clashing with advertisers earlier this year when the company pressed for $10 million for a single 30-second Super Bowl commercial, Disney is trying again — even though it declared in July that all commercial inventory in the Big Game was sold out.
Has Disney won permission from the NFL to expand the number of commercials in the gridiron classic? No. The entertainment giant is trying to line up a group of marketers that might pick up Super Bowl inventory in case a current sponsor does what is known in the ad business as “seeking relief,” or asking if it can be freed from its ad commitments tied to the extravaganza.
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