Hollywood has always been a commercial system. This video presents compelling evidence to suggest that we have entered an era of "hypercommericialization". Tracking the phenomenal rise in product placement tie-ins with fast-food chains, and mammoth toy merchandising deals, six interviewees - four leading scholars, a screenwriter, and an independent film-maker argue that mainstream, big-budget movies have become largely a vehicle for advertising and marketing. Viewers are shown how the new media giants aim to turn the cultural environment into an "echo chamber" for their latest film releases.