Hollywood's returning to the Super Bowl.
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."