First we had John Fithian throwing ninja stars over collapsing release windows, then we had M. Night Shyamalan taking a swipe at big bad Hollywood's greedy DVD marketing. Now it is anybody's guess who will stand up to the latest threat facing theatergoing as we know it: Cereal.

Damn right, I said cereal:

General Mills Inc. on Wednesday unveiled a new promotion in which the company will give away free movie downloads in its cereals, including Honey Nut Cheerios, Lucky Charms, Cinnamon Toast Crunch and Golden Grahams.

Customers will receive a $5 Movielink download code, which can be used to download a movie from the company's Web site. Movielink features thousands of movie titles from box office hits to independent films.

The good news for the Fithian cabal? The promotion ends in February. But come on, folks--there will be movies in your cereal. It can never really end, can it?