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The 2013 Super Bowl isn't just a showdown between the Baltimore Ravens and the San Francisco 49ers. It's also the time when Hollywood studios go head-to-head with trailers for their upcoming summer tentpoles.
To that end, according to Deadline, Paramount plans to roll out a new 30-second ad for Brad Pitt's long-awaited zombie apocalypse, "World War Z," during the pregame show and J.J. Abrams' highly anticipated "Star Trek Into Darkness" during the second quarter of the Big Game.
Universal, on the other hand, plans to debut the first official teaser for "The Fast and the Furious 6," the latest entry in that high-octane action franchise starring Vin Diesel, Paul Walker, Dwayne Johnson, Jordana Brewster and Michelle Rodriguez.
While Disney is launching a trio of spots for "Oz: The Great and Powerful," a 90-second buy for "The Lone Ranger" and a 60-second preview of "Iron Man 3."
Given CBS is charging upward of $4 million per 30-second ad, the Mouse House is shelling out a pretty penny for the mass exposure.
For their part, Sony and 20th Century Fox are sitting out this year and did not purchase any air time.
But for football fans, Sunday's matchup promises to pack plenty of big-screen thrills not unlike last year's Super Bowl, which saw trailers for such flicks as "The Avengers," "John Carter," "Act of Valor" and the 3-D rerelease of "Star Wars: Episode I--The Phantom Menace," among others.