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T.L. Stanley, Brandweek

More from T.L. Stanley, Brandweek

Film marketers ramping up cross-promotions

Hollywood's marketers have fallen in love again with a proven outlet for their hit movies: cross-promotion. Witness the spate of promos surrounding "Sex and the City 2."

Paramount forges ‘Star Trek’ tie-ins

There's a new Captain Kirk and Spock for next month's release of "Star Trek," but there will be some familiar faces in the form of iconic brands hyping the launch.

Hollywood relying more on franchises

Proven commodities will take precedence because they're easier to sell and are tie-in and merchandise friendly.