From creating viral alternate reality campaigns to using social networks to build awareness, the movie industry is busy leveraging social media to connect with fans and promote its products.

Moreover, in fields where they are not pre-eminent - e.g. in painting and music -they too alternate between boasting of native products and copying those of the Continent.

It also limits each brand, like Marlboro, to one package design, so that alternate designs don't mislead smokers into believing the products inside are less harmful.