From
Claudia Eller of the Los Angeles Times: When it comes to marketing movies to kids, fast food wasn't to Disney's taste. But 20th Century Fox sees nothing wrong with a Big Mac. The News Corp. studio has struck a partnership with McDonald's for five of its major movie releases through 2010, beginning with the summer sequels "Night at the Museum: Battle of the Smithsonian" and "Ice Age: Dawn of the Dinosaurs." Such movie tie-in deals, which encompass advertising commitments, in-store promotions and online campaigns, have become increasingly important to Hollywood studios as they try to hold a lid on marketing costs. Advertising expenditures for TV campaigns can exceed $10 million per picture."
http://www.latimes.com