Superman. The Movie. The Ads. 160 Million dollars of them.

Stunning way to finance a new movie like the new 'Superman'. Stunning, in that they've done 160 million usd in promotional deals.

That's not just product placement within the movie but also the use of Superman for TV commercials. Over 100 "promotional partners", they have produced a string of fast food commercials featuring the Man of Steel himself and some, directed by the movie crew.

Which of course, means conflict in the fast food arena but still, 160 million goes a long way to paying for the movie and ensuring its success. Of course too, there's the online spin-offs.

But it's an extraordinarily high amount of money in promotional terms. We'll keep an eye to see how over-extended it is.