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Finally we are beginning to see a steady stream of HD commercials on our HD channels, so the studios have decided to conquer the next medium, the HD DVD. Up next are HD-DVDs.

Progressive Insurance has created a feature for the HD-DVD release of Fast and the Furious: Tokyo Drift. When viewers select to see it, a tally of the cost of the damage done to the cars in the film branded by Progressive will appear. This is likely just the first instance of the capacity available on HD-DVD opening up such possibilities. Progressive has created a special micro-site for the promotion.

In this case, viewers have the ability to opt in or out, but I can only imagine where this is going. Soon the disc itself will be sponsored by a company, completely forgetting about the movie. I can see it now, “Gone With The Wind - sponsored by The Georgia Peaches association”.

Sooner or later every medium is capitalized upon.

Read [AdJab]

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