To take my previous post in a different direction with a real world example, MTV Films just announced plans for the movie version of fashion designer Marc Ecko's Getting Up. From the official press release at eckounltd.com:

Marc Ecko's Getting Up: Contents Under Pressure adaptation as a feature project promises to be an homage to graffiti's rich culture. Told through an alternate reality in a futuristic universe, the game represents the culmination of seven years of story and character development by fashion pioneer Marc Ecko, the visionary behind several of today's most respected youth lifestyle brands. Mr. Ecko will serve as producer on the project with MTV Films' Gregg Goldin, who brought the project to the company. Jason Weiss and David Gale will be developing on behalf of MTV Films. "Getting Up: Contents Under Pressure" will be distributed by Paramount Pictures. "When I first began working on 'Getting Up' seven years ago, I wanted to create a storyline that provided a rare look inside of one of the most influential, yet often overlooked, artistic movements in recent history. Today, graffiti is a global cultural phenomenon and few understand its impact better than MTV, pioneers in its use as a motion graphics tool nearly two decades ago. I am delighted to have the ability to bring the depth of our story to life on film and look forward to working with the great team MTV has assembled," added Marc Ecko. "Getting Up" drops in Feb. 2006 for PS2, XBOX, and PC.

The response on the web has been mixed. From Joystiq's typical snarky commentary:

We won't get into the reasons why fashion designer Marc Ecko has a videogame with his name on it in the first place, why anyone would make a movie based on a game that hasn't even come out yet, and why anyone would want to see said movie. Branding has become such a singular and overwhelming force in videogames and movies that it alone can get both made (even though some don't make any money). Expect plenty of finger pointing and scapegoating once this movie comes out. Expect people to say the game's (potentially) piss-poor story is responsible for the movie's equivalent lack of narrative. But we'll know better.

The comments thread at Joystiq is pretty interesting as well, with several people touching on Sony's previous graffiti PR problem. For my money, while there's no mention of in-game ordering or other advanced advergaming implementation, I'm still quite interested to see where this goes. The mobile version already won Best Wireless Game at the Spike TV Video Game Awards, and the game's voice talent lineup alone is enough to make the scene sit up and take notice: Sean "Diddy" Combs, George Hamilton, Giovanni Ribisi, Adam West, Andy Dick, RZA, Charlie Murphy, and Talib Kweli. Wow.