Digital ads in "Spider man" have Super Sign filing suit against Sony

C|Net reports that 'Digital ads entangle "Spider-Man"' for digitally superimposing billboards in Time Square, thus eating into their revenue stream. But I thought the spider-man movie was fantasy, not a documentary....?

As computers make it easier to manipulate video images, the issue of who owns the space that appears on-screen is likely to heat up in a battle over digital advertising and product placement.
In its suit, Sherwood and Super Sign allege they've lost revenue because their Times Square billboard space becomes less desirable if the companies can't guarantee exclusive placement both on-screen and offscreen.
The suit, which spends three pages describing the importance of Times Square--calling it a "one-of-a-kind advertising venue"--says teasers for the "Spider-Man" movie, set to be released in May, do not depict the area accurately. They say existing billboards are digitally altered in trailers and commercials for the film to show ads for companies such as USA Today and Cingular Wireless when Samsung and NBC should appear.
"Sherwood has not authorized defendants or anyone to distort the appearance" of the area, alleges the suit, filed Monday in New York federal court.