In a marketing stunt to promote its fall TV series, CBS Corp. is inserting thousands of tiny screens in copies of the Time Warner Inc. publication Entertainment Weekly.
The screens measure two and a quarter inches diagonally and play about 40 minutes of clips from new and old CBS shows.
The video begins with a cheeky intro to the "video-in-print" technology, starring characters from the show "The Big Bang Theory." , Wall Street Journal reports.
An upcoming issue of Entertainment Weekly's print edition will be embedded with a video player that will run ads for CBS shows and Pepsi.
The ad comes in a heavy-paper package resembling the kind of novelty greeting cards that make noises. A roughly two-inch screen starts playing automatically as the page flips open. A speaker is embedded below it.
CBS Corp. and Time Warner Inc.'s Entertainment Weekly billed the video advertisement as the first ever to appear in a print magazine. CBS says the video player insert, made by a Los Angeles company called Americhip Inc., will be able to withstand the binding processes and mail delivery , The Associated Press reports.
The first-ever video ad in print will appear in the Sept. 18 issue of Entertainment Weekly, part of publishing giant Time Inc. Readers will encounter an advertising spread with a wafer-thin screen that plays clips from CBS's Monday night shows , New York Post reports.