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. obvi