Tribeca fest takes drive down Madison Avenue.(Hard Sell)

IF YOU'RE WORRIED that American cinema has been corrupted by Madison Avenue hucksterism, last week's announcement that the Tribeca Film Festival is aligning itself with Advertising Week--an annual ad-industry schmoozathon modeled on Fashion Week--may come as bad news.

But the partnership is just the latest sign that advertising and entertainment are seeping together to a degree nobody thought possible even a decade ago. And despite their obvious disparities--Advertising Week is about salesmanship, the Tribeca fest about movies--these two events have plenty in common.