I didn't see this posted anywhere in terms of its business context, but, I think this is pretty significant. 300 opened to huge business this weekend, over $70M, exceeding the most ambitious expectations. The forecasts I saw for the film had it in the high $30's, low $40's range. It's an amazing result for an R-rated picture with no big name actors. http://www.boxofficemojo.com/news/?id=2268&p=.htm The NHL raised some eyebrows when it ran the cross-promotional campaign, as a fairly unique method of trying to hit a new audience. Time will tell how effective it will be, but, the NHL couldn't have picked a better movie to align itself with. Who knows what impact the NHL marketing had on the success of the film, but, if there is any cross over promotion, the NHL can really benefit tap into a new fan base here. 60% of the audience was male, and 52% of that was under the age of 25, which is what the NHL is trying to attract to the sport. At $70M, "300" becomes significant for many reasons. It's the highest grossing March debut weekend for a film, and, will likely be the highest grossing film until the summer blockbusters start in May. At this point, with the film being such a financial success, any NHL ads using this campaign have increased resonance. Unfortunately, I did a news search, and, none of the articles I can find discussing the box office results discuss the cross-promotional strategy, which is odd. It was a pretty unique approach to marketing a film, and, given the film's strong success, you'd think it would merit a mention.