Toy town moves to Hollywood...

PEOPLE who complain about too much product placement in movies may want to brace themselves. Coming soon, advertisements won't only be in the movies. They will be the movies.

Instead of releasing toys and games tied to a movie, some studios are starting with the product and figuring out the film later.

"Pirates of the Caribbean" and "Haunted Mansion," both based on Disney rides, were the first wave of merchandise-themed pictures. The next, based on toys, is on the way. Movie versions of Hot Wheels, G.I. Joe, Bionicle toys, Super Soaker squirt guns and My Little Pony are all being developed.

Read the article: www.nytimes.com