Pepsi vs. Coke, battle number: 1 million

DreamWorks Animation is splurging for a 90-second spot in 3-D during the Super Bowl for March toon Monsters vs. Aliens. Topper Jeffrey Katzenberg said the ad, including the giveaway of 150 million pairs of glasses, "involves tens of millions of dollars." He calls it "perhaps the biggest media-advertising event in history."

Glasses will be given away at 28,000 retail locations as part of Pepsi/SoBe Life displays. Take that, Coca Cola!

"God bless them," said TargetCast senior veep and director of national broadcast Gary Carr. "I think it's a great ploy -- that in a bad economy like this, a company is willing to plunk down that kind of money."

In an ad market that is the toughest in decades, 30 seconds of airtime during the big game is costing about $3 million.

NBC, which is airing Super Bowl XLIII on Feb. 1, plugged the supersized trailer during its Saturday broadcast of the wildcard playoff game between the Indianapolis Colts and the San Diego Chargers.

We at The Movie Press do love anything and everything 3-D!

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