Update: 7:30 p.m. PT:
Superbowl? Who cares! Simon Cowell is back! Yes, News Corp used the opportunity to hype their new "X Factor" show with the former - what's his name again? What with Steven Tyler filling our thoughts, it's hard to even remember that Simon guy.
Update: 7:15 p.m. PT:
While much of its own expensive ad time went to promote prime-time fare like "Glee" and new drama "Chicago Code," News Corp. also used some of it to promote its new iPad-only publication The Daily.
Meanwhile, Disney proved that, if you've seen three "Pirates" movies, you've probably seen them all.
Update: 6:25 p.m. PT:
The odd hybridization of Super Bowl halftime acts continued, when former Guns 'n' Roses guitarist Slash (and his hat) joined headliners the Black Eyed Peas for a little performance of "Sweet Child."
Here's the video, and if you think Fergie is sometimes off-key, you're not alone:
Update: 6:04 p.m. PT:
Eminem talks about why he doesn't (usually) do commercials in an ad for Brisk -- or was it Lipton? -- iced tea.
Frankly, amid all the self-absorption, I forgot.
Update: 5:53 p.m. PT:
My, Chris Evans, what well-developed pectoral and abdominal regions you have.
Showing off the first glimpses of "Captain America: The First Avenger," Paramount isn't shy about showing off the film's title character in its much-anticipated Super Bowl ad (picture right).
Update: 5:35 p.m. PT:
Among the flurry of movie trailers for Paramount summer blockbusters debuting during the Super Bowl, the Marvel-produced "Thor" (pictured left) was among the most anticipated ... but it was spot for the Steven Spielberg-produced, J.J. Abrams-directed alien sci-fi film "Super 8" that was easily most compelling.
Of course, "Avengers" is upcoming, so the rankings could change fast.
Update: 5:15 p.m. PT:
Michael Bay and Paramount work hard to prove that the property damage in the third "Transformers" movie will be much, much worse ... (while, hopefully, the acting will be a little better than part two).
Update: 4:56 p.m. PT:
Less than 20 minutes after she flubbed the line "O'er the ramparts we watched" in the National Anthem, Christina Aguilera is a viral star ... but not in a good way.
Here's the video:
Update: 4:33 p.m. PT:
Former President George W. Bush has one rule for legendary NFL announcer John Madden when they sit next to each other at Super Bowls: "You got something to say? Text me."
Same goes for Laura Bush, Michael Douglas, Catherine Zeta-Jones and Ashton Kutcher.
Another theory: Bush was playing "Madden: 2011."
Also caught on camera: Cameron Diaz putting popcorn right in the yapper of Yankees star Alex Rodgriquez.
Update: 4:01 p.m. PT:
Cancer survivor Michael Douglas does the final pre-game introduction before the players take the field.
"We never give up," he says over a montage that includes clips from JFK's "Ask Not What Your Country Can Do For You" speech and MLK's "I Have a Dream."
Douglas, however, goes a bit over-the-top when he declares, "This is so much bigger than a game."
Packers get the ball first.
Update: 3:40 p.m. PT:
The movie ads begin with a spot for Sony's "Battle: Los Angeles."
DreamWorks Animation's "Kung Fu Panda" sequel comes next, with a not-so-fresh slogan that riffs on an off-riffed Queen classic: "We Will Wok You."
Update: 3:20 p.m. PT:
Fox makes it clear right after pre-game coverage who's turn it is for Super Bowl broadcast rights, with a full reading of the Declaration of Independence featuring Colin Powell and a host of famous football coaches and other red-blooded types.
Sam Elliott handles the deep-throated down-home pre-game intros.
Paramount is the big spender in the Super Bowl's movie category this year, with studio set to plug a flurry of highly anticipated spring/summer releases, including "Captain America: The First Avenger," "Thor," "Super 8," "Transformers: Dark of the Moon" and "Rango."
With ads running about $3 million per 30-second spot, no other studio is spending in nearly as aggressive fashion on Super Bowl time. But the overall spending will still be big.
As reported by TheWrap Friday, studios will run a record 14 trailers during the big game.
Pre-game activities kicked off on Fox at 2 p.m. ET, with the game start scheduled for 6 p.m.
Paramount will also promote its upcoming pop-star documentary "Justin Bieber: Never Say Never" during Fox's presentation of "Glee," which will immediately follow the game.
While Paramount is clearly the biggest spender this year, Universal and DreamWorks' "Cowboys and Aliens" was the first ad to get leaked, with the promo for the upcoming Jon Favreau movie showing up on YouTube Sunday morning.
Here's a look: