Hollywood, which has traditionally used the Super Bowl to promote its tentpole summer releases, is virtually ignoring the big game this year, Daily Variety reported today (Tuesday). The trade paper noted that only two films, Lionsgate's Pride and Disney's Wild Hogs, will be featured in ads during the Chicago-Indianapolis matchup. By comparison, studios purchased ads for eight films last year. The reason for the pull-back may not be entirely financial (ads sell for around $2.5 million). One unidentified studio marketing exec told Variety: "The biggest nightmare with Super Bowl spots is telling other producers why you aren't buying ads on the game for their movies."