For many sports fans the Superbowl is the sporting event of the year, while for many film lovers it represents the launch of some of the biggest new films.
International Business Times UK takes a look at the blockbuster heavyweights of 2012.
The most ambitious superhero film ever made is looking bigger and bigger with every glimpse. The Joss Whedon scripted film of the ultimate Marvel team-up sees Iron Man (Robert Downey Jnr), Captain America (Chris Evans), Thor (Chris Hemsworth), The Hulk (Mark Ruffalo), Black Widow (Scarlett Johannssen) and Hawkeye (Jeremy Renner) all clamouring for attention as they save the world. The new trailer gives the first proper glimpse of a full CGI hulk in action.
No toy or board game appear to be safe from the advances of blockbuster movie-makers. Somehow, the Hasbro game of popping pegs into a board has been transformed into all-out alien war starring Liam Neeson and, unexpectedly, Rhianna.
GI Joe 2: Retaliation
Dwayne Johnson (aka The Rock) seems to be in big demand as an actor for rejuvenating a flagging series with an injection of testosterone. The new GI Joe celebrates the 1990s cartoon via explosions, big guns and ninjas.
The manic world of Dr Seuss receives the family film treatment with The Loraz. Made by the studio that created the hit Despicable Me, it delivers imagination on a budget and should be better than the Cat in the Hat.
The ambitious adaptation of John Carter, a huge cult comic with a loyal following, is epic in scope. Carter finds himself stranded on Mars, where the weaker gravity gives him superhuman strength and agility. He is then plunged into the conflict between warring factions on the red planet.
Act of Valor
Authenticity is the key with Act of Valor, a high-concept blend of fiction and reality. Plugging into the US audience's affinity for overwrought nationalism and saluting the troops, the film is based on true events and stars a team of active Navy Seals. It is sure to be a flag-waving celebration of modern warfare.
Sacha Baron Cohen continues his controversy/comedy balancing act with The Dictator, apparently based on the Iraqi romance novel Zabibah and the King written by Saddam Hussein. The trailer suggests this is far from the case and instead showcases a madcap look at Cohen's titular dictator.