Insert product here: High-def DVDs have space to sell
From NYTimes via News.com: “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, a unit of the Progressive, the nation’s third-largest auto insurer, 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.”
The calculator is labeled Progressive Direct: Insurance Damage Estimates. This digital gauge is the first in what Universal and other studios hope will be a stream of branded interactive features on their new DVDs. Like those released in the rival Blu-ray format by Disney, Fox and other studios, the HD DVD discs issued by Universal, Paramount and Warner Brothers have up to six times as much data capacity as standard DVDs.”