Ugh!!’s Greymatter Honeypot

I’ve just finished watching The Island (great film by the way) and it was great to spot all the product placement used in the film. I counted around 10 different brands placements in the film including XBox, MSN Search, Nokia, Cisco and others. I wonder what it cost to get those brands in there and whether they were a substantial revenue stream for the movie. Anyone know how these things work?