AdAge: Inside Samsung's $100 Million "Matrix" Deal

This has to be the largest movie tied up deal of all time, beating the entire brand spend on "Die Another Day" by around $40-50 million.

When The Matrix: Reloaded opens in cinemas this week, moviegoers can expect to see Samsung playing a major supporting role.

One of the Samsung 'Matrix' campaign's camera phone spots.

The electronics' giant has ponied up around $100 million to promote itself to a wired young audience through the Warner Bros. release.

Samsung's deal to become a global marketing partner on the movie ensured that it not only took over from Nokia in the original film, but it also gained exclusive footage to use in its ad campaign.