Sure, the Super Bowl is kind of about football, but it's also one of the few times each year when TV viewers actually get amped up about commercials instead of just using the ad time for potty breaks and/or beer fetching. The price tag for putting a few seconds of salesmanship on air during the big game is hefty to say the least (to the tune of $3.7 to $3.8 million in some cases), and this year a few movie studios are ponying up in hopes of wrangling in some cinema-goers.

According to The Hollywood Reporter, Hollywood heavyweights Universal, Disney and Paramount have all shelled out the big bucks to score a few points with this weekend's watchers.

For Universal's part, it'll release the first trailer for "The Fast and the Furious 6" sometime Sunday, while Paramount will try to re-energize Max Brooks readers and zombie lovers about its famously beleaguered "World War Z" adaptation during the pre-show and treat Trekkies to a thirty-second glimpse at J.J. Abrams' "Star Trek Into Darkness" during the second quarter.

Meanwhile, Disney'll throw three spots out at varying times for its "Oz the Great and Powerful," "The Lone Ranger" and hotly-anticipated "Iron Man 3."

Noticeably absent from the Super Bowl spot-seeking studio list are Fox, Sony Pictures and Warner Bros., which have each got, as Cinema Blend pointed out, some pretty major summer film fare on the rise (including "Man of Steel," "The Wolverine," "White House Down," "The Great Gatsby," and "The Hangover III").

So, while the San Francisco 49ers and the Baltimore Ravens are technically the teams duking it out this weekend, this trio of movie studios are readying their box office battle stations as well.