Fresh from the surprise that Jerry Bruckheimer had a hand in bringing saccharine shopping comedy Confessions Of A Shopaholic to our screens, it has now been revealed that audiences of the film will also get the world's first look at a poster for Jake Gyllenhaal's latest Prince of Persia: The Sands of Time.
Not one to miss a burgeoning marketing opportunity, Bruckheimer used the hidden advertising technique so far only used for fake products in movies such as in I Am Legend, where producer Akiva Goldman mocked up a poster for pretend movie Batman vs. Superman.
The poster will be seen on a Times Square advertising board, and features alongside other nods to Bruckheimer projects such as G-Force - about a crack team of guinea pigs who must save the world from an evil billionaire.
Prince of Persia, directed by Mike Newell is not due until May 28 2010, and stars Gemma Arterton, Sir Ben Kingsley and Toby Kebbell alongside Gyllenhaal as Prince Dastan. Confessions Of A Shopaholic hits UK cinemas on February 20.