As Google is fond of demonstrating, information is power.  That said, a lot of companies have been banding together to maxamize their resources.  AOL bought Time Warner in order to use it’s content…in turn, Google bought a nice chunck of the AOL/Time Warner conglomorate for itself.  On a smaller front, Paramount has partnered with the blogging search engine Technorati in order to drive content…and visitors…to their site.  It’s a much more agressive approach to grass roots marketing than most studios have taken in recent years, as the article points out, it’s difficult to get people to write quality stuff about your product…it’s a lot easier just to steal it.  Honestly, it looks like a good deal for everyone envolvled and you can bet there will be a few more deals like this in the future for Technorati and other blogger search engines.

Paramount Partners with Technorati