One other note re: meta-advertising; when a movie wins an award or is "the #1 movie in America!", splicing in film clips in commercials to celebrate this fact. This usually involves fist pumps, exhortations, and exuberations. One wonders, particularly in movies which are already in essence product placements spliced with CGI footage, whether those directors film scenes specifically for this purpose, knowing later that the marketing folks will want a few seconds of a good fist pump for the movie's 2nd week of release. This would be impossible to prove, of course, but it's easy to imagine.