Ad Layers on HD DVD Movies

image: NYTimes/Universal Studios

Even though the penetration of high-def DVD is still low and the format battle rages on, studios eye the high capacity medium's potential for new ad revenue.

NY Times: "The extra space gives the studios room not only for high-definition video and enhanced audio, but also for a bevy of interactive features, including games, picture-in-picture commentaries and Web links.

Some car chases in movies are so over the top that you might find yourself mentally trying to add up the cost of all the wreckage. Now Progressive Direct will do the math for you. It teamed up with Universal Studios Home Entertainment to insert a running tally of the destruction into the recent release of "The Fast and the Furious: Tokyo Drift" on high-definition DVD. As cars smack into one another in Tokyo, a display in a small window keeps track: Roof repair: $209; taillights: $451; fender: $618."
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