I thought most of the studios, except Disney, had pretty much given up on the Superbowl because the cost was becoming prohibitive compared to the returns the films were making.

It’s like the San Diego Comic Con. The studios stopped previewing their films because the reaction was always fantastic but the crowd was the target audience. Not enough to make any noticeable change in the wider market.

Saying that, I’ll never forget the Superbowl trailer for the Matrix sequels. The awesome use of the music track Supermoves and the amazing action it teased.