In the past, although the IP Office recognised the fame enjoyed by popular movies, such recognition did not render these titles to be famous marks by default. Nowadays, considering that the production companies of well-received movies or TV shows are apt to release many tie-in products and that a box office hit often promises high public awareness, the IP Office has made it clear in Article 4.7 of the Examination Guidelines on Distinctiveness of Trade Marks that "[t]he titles of works, including books, films, and dramas, shall be deemed to have acquired their distinctiveness if, after extensive exposure, they have implanted a vivid impression in the minds of consumers". On this score, the copyright owners or parties with the copyright owner's consent are entitled to register such titles as trade marks.