Trend: Package-goods companies are asking for broader exclusivity across categories for film tie-ins; there is less opportunity to slice up sponsorships into niche categories.
Insight: Marketers want more reciprocal exposure when linking with films for promotions. Package-goods and retailers want their logos to appear in advertising for the film; everyone wants to drive traffic back to the store and also to the theater through cross-advertising deals.
Forecast: With so many entertainment choices out there, studios will reach out more to marketers for partnerships and cooperation, but actors will become even more reluctant to lend their images to advertising and promotions.
Fact: The success of "The Blair Witch Project," Cartoon Network and Nickelodeon has a lot to do with the Internet. Studios are now charging promotional partners more for Internet marketing rights.