Going to see it on Thursday, I feel for you my American friends.
I don't agree with Bob that this will be a big thing...or that it's likely to be, does he think it's likely? I'm not sure...I think it would be nice and quite cool, it's implied in the odd films here and there but usually only as an afterthought or with cameos, I would have no problem seeing it well done...
I just...don't expect Hollywood to do it well. Perhaps I'm being cynical but I always envisage their attempts to replicate a successful instance as being sub par and on the cheap. Invariably then it's obvious what they're trying to do and kind of annoying. If film makers did this really well, even subtly, I'd enjoy it, even if we're just talking the little nods all the time. Full blown integration would be great for many ideas, though certainly not all but it would need to be done well and I get the feeling a lot of directors would be ham fisted about it.