Not so long ago, a website that lifted material from a big content creator was likely to get a stiff takedown letter. Now, says MarketWatch,

Fans of Superman are being invited to have at it with Time Warner Inc. trademarks and copyrighted material associated with "Superman Returns," which opens Wednesday. . . .

Webmasters are urged "to creatively integrate the images provided on these pages into your Web site." The bounty of freely available material is surprising: logos, stills, trailers, a countdown-to-release clock, audio elements and an RSS feed of "the latest 'Superman Returns' news. "All we ask is that you link back to us with the Official Superman Returns Community Seal," reads a message on the site.

One of the most interesting elements is a 27-chapter documentary video blog featuring Bryan Singer. The film's director details the making of "Returns" on location in Sydney, Australia.

As we at PFF keep saying, markets do work these things out, as long as panicky there-oughta-be-a-law reactions can be forestalled.

MW raises one good question: "Gotta wonder, though, what will happen if some of the comic-book character's collateral shows up on the wrong kind of Web site."