and just use lots of product placement
Which product would you like to place in LotR? Coca Cola? KFC? Toyota? Peanutbutter?
Such things may work in movies that are set today or even in the future (Blade Runner billboard anyone?). But when movies would depend on product placement, historical movies would be a bit more tricky to finance... unless of course you want a knight templar on a horse to announce himself with a red/white elf suit, a cola in his hand and sleigh bells ringing in the background.. :P