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Wall-E scoots onto the computer screen, stares out and raps on it until it shatters (it's quickly repaired by another robot). Your computer has just been taken over by a boutique website developed by Deadline Advertising, working in concert with Amazon.com and Disney, to promote the Blu-ray release of the animated hit.

Breaking through Internet clutter is the name of the game as the studios work with interactive creative agencies and rich-media ad servers to create Web banners, microsites, mobile messaging and widgets for Facebook and MySpace. And the reward of winning that game can be profitability.

Read the full story in Variety