The sticking point in negotiations between Paramount and Regal proved to be lobby promotions involving Paramount's marketing partner, the DaimlerChrysler Jeep division, which the theater chain rejected, several sources close to the companies said. According to one source near the Knoxville, Tenn.-based company, the circuit will show studio promotional material, including trailers and in-lobby marketing items, but will not promote another company's product or brand without securing some type of financial compensation. Paramount and Jeep are promoting a special edition Wrangler Rubicon in conjunction with the movie's release, and they have created a slew of in-theater marketing material to promote the movie and the car.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.