Movie marketing

The World
We are bombarded with entertainment options: TV, movies, YouTube, DVDs, maybe even radio - and this season to get our jaded attention Hollywood is going to extreme lengths to pull us into theaters. Baking phones into cakes, designing elaborate scavenger hunts and dummy websites, and even skywriting phone numbers above cities. The new batman movie "The Dark Knight" has deployed a series of these new schemes - we want to call them marketing, but they're really something more than that. Chris Lee, a reporter for the LA Times, has been following this. He speaks about it with Faith Salie on Fair Game.