[ male announcer ] lease the 2014 ml350 for $599 a month at your local mercedes-benz aler.r bowl is something you may dream of and the hefty price can be a deterrent, especially if your favorite team doesn't make it in. and there is a company that allows you to purchase an option. and here are the details. the ceo of forward market media. please tell us how this works. >> it's great to be in the big apple, home of the super bowl. it works like a reservation system. most fans have a favorite team and that will favor them coming to the big apple. gerri: in the stock market we call it an option. you put money down for the opportunity and all you really care about it is my team getting into the super bowl. so you don't pay the whole price of the ticket if your team doesn't get in. >> many people say that there is an anecdote to the market. gerri: how cheaper they? >> 20 bucks. gerri: you could've locked in a ticket to the super bowl. >> how much higher to those tickets go? >> anywhere from three to five times. >> mezzanine club level seats. $1250. is this pointing out something