The New York Times ran a somewhat interesting piece last week describing how Blu-ray and HD DVD offer so much storage that Hollywood studios will be able to sell advertising to companies in a way that goes beyond mere product placement. In one example, the movie "The Fast and the Furious: Tokyo Drift" was exhibited at a recent industry trade show in HD DVD format featuring a promotional stunt by Progressive auto insurance showing damage estimates for the various wreckage caused in the movie.
Is this useful or even desirable? It seems somewhat analagous to the attempts by advertisers that partner with "The Daily Show" on Comedy Central to create what I'll call "news-vertisements" by coming up with a trivia question or some other kind of spoof on the day's news in a manner that tries to be similar to the show. However, it is nearly never even half as funny or clever as what Jon Stewart and his writers have come up with and often just leaves the advertising company appear to be pandering to the show's famously young audience. It would seem that companies attempting to tie in with movies in this fashion would do so at a similar peril.
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