The Walmart-sponsored "Jingle Bell Love" is a Roku Original.Philippe BosséMovie studios have new competition — from Madison Ave.A slew of brands got behind films and TV shows in 2024 as they try to combat ad fatigue.Here's what marketers from Walmart to H&R Block say about their approach to the format.People are increasingly tired of seeing ads, so big brands, from Walmart to Chick-fil-A, have been getting behind filmed entertainment as a way to grab their attention.Brands' dollars and ability to promote projects have been welcomed by Hollywood, which is still hungry for programming but has less money to buy it."Brands, platforms, and partners, they're all open for business more than I've ever seen," said Paul Furia, head of content and creative packaging at ad agency Media by Mother.