OK, being a non-sports-fan Brit I can't claim any great Superbowl obsession, but the fact that it's used as prime advertising for upcoming movies. So here are a few of the biggest:
Transformers: Dark of the Moon
Pirates of the Caribbean: On Stranger Tides
Cowboys & Aliens
Battle: Los Angeles
Worth knowing: The "we only use xx% of our brain" thing is complete garbage. Still looks like a good movie though.