Film marketers ramping up cross-promotions

3:47 PM PDT 5/5/2010 by T.L. Stanley, Brandweek, AP

Exec: Brand partnerships let people 'touch and feel' movie

That movie studios will spend the lion's share of their marketing budgets on TV is one of those industry truisms roughly as dependable as Tom Hanks' drawing power. And though this year is bound to be no different, it's worth noting that Hollywood's marketers have fallen in love again with a proven outlet for their hit movies: cross-promotion.