During Super Bowl XLIV, airing on February 7, 2010, Disney bought advertising time in the second quarter to show a trailer for the new Tim Burton movie, Alice in Wonderland. The trailer aired for 30 seconds and cost Disney $3 million. The movie, which stars Johnny Depp as the Mad Hatter, Helena Bonham Carter as the Queen of Hearts, and features several CGI characters, including the Cheshire Cat, is set to be released to theaters on March 5, 2010.

Leading up to the 2010 Super Bowl, Disney kept very mum about which movie they would be advertising during the Super Bowl, as well as details about how many ad spots they purchased and when they would air. In addition to the Alice in Wonderland trailer, Disney also broadcast a trailer for the Prince of Persia movie. Rumors had suggested that Disney might have also advertised Toy Story 3.