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"Identity Thief," a comedy starring Jason Bateman and Melissa McCarthy, was the rare film that will be in theaters before the summer movie season. Another February release, the Dwayne Johnson action film "The Snitch" aired an ad about 90 minutes before the game's start.
The vast Super Bowl audience makes it almost imperative for big releases to air ads during the game, Dergarabedian said, although several studios opted not to air any promos during the game.
"If you don't have a movie to crow about during the Super Bowl, then maybe your slate isn't strong enough," he said.
The game wasn't just focused on movies, with CBS airing numerous promos for their television shows and stars such as Amy Poehler and Oprah Winfrey filming ads for Best Buy and Jeep respectively. Music also played a prominent role in many ads, with an "M&M" singing Meatloaf's "I'd do Anything for Love (But I Won't do That)" and South Korean rapper Psy adapting his hit "Gangnam Style" into a commercial for the Wonderful Pistachios brand.
Copyright 2013 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
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