For a studio, a 30-second Super Bowl spot announces, "We're behind this movie." But is it really worth the cost? To reach 97 million viewers in the sweet male demo for $150-million-plus tentpoles like Wolverine, Transformers: Revenge of the Fallen and G.I. Joe, oh yeah! What's $3 million more? DreamWorks Animation is actually pioneering a 3D Bowl spot for Monsters vs.