Film Brand Before Story

May 17, 2012 - 11:35 AM
FILE - In this undated film image provided by Lionsgate, Chris Rock, left, and Tom Lennon are shown in a scene from "What to Expect When You're Expecting." Hollywood is best known for snatching up best-selling books and turning them into big-screen blockbusters, but adaptations like "What to Expect When You're Expecting" releasing on May 18, 2012, didn't need a novel's characters or built-in narrative, just a well-known brand name. (AP Photo/Lionsgate, Melissa Moseley, File)