Someone might actually use Movielink...

...now that General Mills is tucking $5 coupons in boxes of cereal (good for a thirty-day 'rental' of one movie downloaded over the Net; $9 will buy you a movie from the service). Look for the coupons in boxes of Lucky Charms, Honey Nut Cheerios, Cinammon Toast Crunch, and Golden Grahams, through February of next year. (I do happen to think that's a smart marketing strategy, and I also happen to like Golden Grahams.)

One more sign that movie marketing spending is out of control, and not nearly as effective as it once was: Lions Gate Entertainment said it spent $35 million marketing "Lords of War" and "The Devil's Rejects," which led to a $26 million loss on those flicks. Lions Gate lost $14 million for the quarter.

Thomson's Technicolor division announced a plan to finance its own roll-out of digital cinema gear in as many as 15,000 screens in America (out of a total of 36,000) over the next 10 years. Now, Technicolor and AccessIT will be vying with one another to sign up theater-owners to participate in their roll-outs.