AdWeek (via Yahoo): Tie-In Marketers Unfazed By Lackluster Blockbusters

Despite two thirds of this summer's Hollywood sequels failing to meet expectations, the agencies that arrange for product placement and promotion deals continue to congratulate themselves for what they consider unalloyed success. There is seemingly no degree of movie failure or fizzle that will allow the groups that live off of the Hollywood-Madison Avenue connection to admit there is such thing as a bad deal.

While some seemed to have successfully ridden some unexpectedly high exposure, like BMW's Mini brand with the movie "2 Fast 2 Furious," others are left to grasp at straws, some executives pointing to upcoming DVD releases that will further expose their brands to viewers.