You can expect the next wave of financing to come from advertisers, given the success of “Lego.” Advertisers have been pushed out of television by TiVo, DVRs, and VOD, and they are fighting back by investing equity in films and TV series in order to integrate their product into the message in a way they can control. Many advertisers have set up dedicated entertainment divisions to produce or invest in films. The cost of a film can be less than these companies spend to sponsor a major sports event, but, in addition to the advertising benefit they receive, when they invest equity, they stand to make their money back and even make a profit. - Source
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