After virtually sitting out last year's game, seven studios have suited up and bought ads to promote their upcoming pics during Super Bowl XLII, set to air Feb. 3 on Fox from Phoenix, Ariz.
At least eight movie promos are planned to air during the broadcast at a record $2.7 million-$3 million per 30-second spot.
Tally means marketing mavens are hoping once again to use the big game as a major promotional platform -- and not just for films rolling out into theaters in the following weeks.
Last year, Disney was the only major present with "Wild Hogs" and "Meet the Robinsons," while the Weinstein Co. and Lionsgate ran ads for "Hannibal Rising" and "Pride," respectively.
But February's matchup will see spots for summer tentpoles such as Paramount and Marvel's superhero entry "Iron Man," Sony's Will Smith actioner "Hancock" and Adam Sandler comedy "Don't Mess With the Zohan," as well as New Line's Will Ferrell laffer "Semi-Pro."
In an unusual move, New Line's ad is a collaboration with Budweiser; Ferrell will appear in character. The sports comedy, in which he plays a basketball player, owner and coach, bows Feb. 29.
Disney said it was still considering which movies to offer, though "Wall-E," the next toon from Pixar Animation Studios, is a contender, as is "The Chronicles of Narnia: Prince Caspian."
Universal, Warner Bros. and Fox also have bought time in the game but declined to disclose which films they would push.
With the game on Fox, network fare such as "American Idol" should be heavily hyped, but the sister film studio's slate could factor in extensively.
Sitting on the sidelines are DreamWorks and DreamWorks Animation, MGM and United Artists.
While studios typically know which pic they will plug when they buy an ad, a vet of several studio marketing departments notes one pitfall this time of year: "You spend a lot of time dealing with filmmakers and the 'I want the same toy that the other boy got' situations. It's politically delicate to explain to aggressive personalities why it may not always work to be on the game."