• by David Goetzl  @dgoetzl, October 12, 2006

A sponsorship deal for the Halloween film block on AMC will give Sony Pictures placement in promo spots for the horror-themed event.

Sony will plug new horror movie "Grudge 2" in the promos, via product integration. This marks the first time that AMC has given an advertiser a place in the network's own spots for its "Monsterfest."

In the DVR age, advertisers are increasingly looking for ways to integrate into promos, since viewers are presumably less likely to skip them than "regular" commercials.

The deal also includes Sony plugging the film on AMC's Web site.

AMC annually airs a "Monsterfest" block of horror films around Halloween. This year, it runs from Oct. 22 through the holiday.

Sony advertised during the event a year ago, although it was not in the promos.