Ever wonder who makes those infamous movie product placement deals? Or who ensures those beloved animated characters end up everywhere from the toy aisle to your kids' Happy Meals? Look no further than George Leon, longtime consumer marketing head for Sony Pictures, who's handled campaigns for film franchises like Spider-Man, James Bond, and Ghostbusters, among others. As we drink Rhone varietals from California's newest AVA, Ballard Canyon, George walks us through how these deals get made, how movie marketing has changed over the last 15 years, and why working with Hollywood directors can send some companies running for the hills.