Originally Posted by psylockolussus
Well its a risk that FOX will have to take if they want to know if buying a SuperBowl spot is really worth the money.
The other studios are willing to spend their money for 1 Super Bowl ad to get maximum exposure from the public. For example, Disney with Iron Man 3 and the Lone Ranger and I'm not surprised why their movies in the past ended up selling more than $300 million dollars at domestic box-office and more than $1 billion at worldwide box-office.
They don't have to take the risk, and they decided it wasn't worth it. It's not like X-men is a smaller franchise and it's not like this is an upstart series. Fox simply decided that they believe this movie can and will succeed without and other ways of marketing the movie will suffice. In business, sometimes you have to cut cost in areas that you do not feel that it will benefit you.
Also, you forgot to mention that John Carter and Battleship also had Super Bowl spots. Also, 2011 had Drive Angry, Cowboys and Aliens, Priest, The Eagle, and Take Me Home tonight have Super Bowl spots. A Super Bowl spot doesn't guarantee success.
Super Bowl =/= B.O. results, especially considering that a franchise does not need it.