Brands are becoming more intertwined with Hollywood, gaming, and other mediums. 

McDonald's created the WcDonalds manga world.  LVMH and Nike are creating entertainment IP. They're creating more memorable experiences with their audiences and building stickier user bases, while actually owning their entertainment IP. Brands integrated into the entertainment landscape to tell their story, versus relying on short-lived marketing tactics only. 

Brands will emerge as the new entertainment studios of the future.