Hollywood studios are expected to run ads pushing seven different movies during Sunday’s Super Bowl, but Iron Man 2 won’t be among the beneficiaries of the $3 million 30-second spots that are seen by as many as 100 million people.  Paramount is planning to buy ads for the Martin Scorsese-helmed Shutter Island (Tokyopop has the graphic novel) and the M. Night Shyamalan-directed The Last Airbender (Del Rey & Dark Horse have an array of tie-in titles), but Paramount has decided not to buy an ad for Marvel Studios’ Iron Man 2, which it did not produce, but is distributing.

According to Variety Disney has acquired several spots and is likely to spring for ads for Toy Story 3 and Alice in Wonderland, and perhaps the videogame-based Prince of Persia: The Sands of Time.  Universal is expected to air ads for The Wolfman, which unspools on February 12th and Ridley Scott’s Robin Hood with Russell Crowe that is slated to debut on May 12th. 

The exact number of movies that will be hyped at the Super Bowl is not known yet as the studios are being extremely reticent about their plans.  There is probably still considerable in-house debate about which titles would benefit most from the massive exposure.  Movie marketing is not an exact science--Super Bowl ads certainly didn’t keep Land of the Lost and Race to Witch Mountain from bombing last year.