it's just one more bet they're making. i think it will pay off skbl lo. >> looks exciting. "anchor man 2" hits theaters this week. talk about product placement. the sheer number of brands in this film is astounding. to my biz panel i say here you have a guy, will ferrell, who in character does the newscast. a few weeks ago. is this brilliant marketing, matt? let me start with you. >> i love it. look at all the numbers that came out. my opinion is one thing. look at the numbers. look at the sales of the autos he's pushing. he did a segment in canada on curling. one of the bigger sports on there. their ratings are through the roof from the last time they had curling on. it's amazing what one person, one celebrity can do. why would future movies not do this? if it's working, we're going to see it more often. >> it has to be done right, also. you can't have product placement for the sake of product placement. if it's executed properly within the right ecosystem it can be very powerful. >> obviously if it's a movie that's not going to have a lot of eyes it's ir vel vant. >> dodge must be doing something