Recursion is a beautiful thing. In science, it is a function that is applied within its own definition. You can see an example of it simply by holding two mirrors parallel to each other — the resulting image is a “recursion” of sorts. Just for fun, I’m coining the term “recursive brand integration” when a film or TV show integrates its promotions into another film or TV show.

I was at the MTV Movie Awards this past Sunday when I noticed something quite brilliant. MTV created a “paid category” in the awards, complete with celebrity presenter and acceptance speeches. The award was for “Best Movie You Haven’t Seen Yet,” and the nominees were films due for release this summer. Nominated films had to “pay” to be part of the award, and while MTV claims that viewers picked the winner, I suspect a bigger check did.

“Transformers” ended up winning, and they got to play a nice little sequence from the movie, and have the stars come up and give acceptance speeches. Then on Monday night, Michael Bay, the director of Transformers appeared on FOX’s The Lot as a guest judge, with several plugs for his new film included.

It’s how I like my steak, baby. Well done.