When some readers of Entertainment Weekly open their magazines next month, they will discover characters from US television programmes speaking to them from a wafer-thin video screen built into the page.
The marketing experiment – which is being conducted by CBS, the US broadcaster, and Pepsi, the soft drinks maker – recalls the fantasy newspapers of the Harry Potter films and works much like a singing greetings card, with the video starting once a reader turns the appropriate page.
The cost of the full-motion video ad was not disclosed, but it will be far more expensive than traditional print ads, according to executives familiar with the technology, developed by a US company called Americhip.
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