Why didn't the movie trailers fare better during the Super Bowl?

Movie trailers aren't just ads for upcoming releases, they're little self-contained bites of entertainment, say Hollywood's studios. Then why did they have such a hard time competing in football's biggest (and priciest) game on Sunday, struggling to land among the most popular spots in post-Super Bowl fan polls?
  There was nary a film trailer in the top 20 of the USA Today Ad Meter. The Jack Black/Michael Cera comedy Year One cracked that list at No. 23, followed by the Will Ferrell time-travel remake Land of the Lost at No. 24, and the Disney/Pixar all-family flick Up at No. 25. That's well behind packaged-goods brands like Doritos, Budweiser, Pepsi, Bridgestone and Castrol, which dominated the top 10. Up was the only movie to rate in the top 10 in HCD Research's polls (at least it ranked better than the promos for NBC shows). It wasn't until Spike.com came out yesterday with its most-popular list that a movie jumped into the rarefied air of Conan O'Brien's Swedish ad debut for Bud Light. Paramount's G.I. Joe tickled the fancy of the mostly male demo, coming in at No. 5.
  Does this spell disaster for The Fast and the Furious, Angels & Demons or Race to Witch Mountain? At the very least, it has to make studio marketers wonder if it was worth that $3 million price tag.

—Posted by T.L. Stanley