Maybe companies have been doing this for a while, but I’d never seen it before until tonight. On the subway poster for the live-action Bratz movie, there’s a tag at the bottom where a website URL might normally be. “NYSE:LGF” it says, handily giving the tween girl Bratz audience the stock market symbol for distributor Lion’s Gate Films.

Other news from Lions Gate: the distributor has purchased a stake in indie distributor Roadside Attractions, which previously released its films through the IDP partnership.

Shares of Lions Gate moved up by almost a point today to close at 11.21.