A Video Ad, In a Paper Magazine

lee1 writes "The first-ever video advertisement will be published in a traditional paper magazine — Entertainment Weekly — in September. The video will be displayed on slim-line screens around the size of a mobile phone display and will have rechargeable batteries. The associated chip can hold up to 40 minutes of video, and uses technology similar to that used in singing greeting cards, playing the movie when the page is turned. The first clips will preview CBS shows and advertise Pepsi, but they will only be distributed in Los Angeles and New York. Imagine the fun hacking possibilities."

Comments

So what toxic materials are in it

[rminsk]

What toxic materials are in this screen? Most of the magazines will end up in a landfill instead of being recycled by a proper electronics recycler.

Article Light on Details

[Silentknyght]

Seems great, but TFA seems light on details that would seem to come to most peoples' minds:

• Is it actually an insert into the magazine, or is it part of a page, itself?
• How durable is it? And its corollary:
• How flexible is it?
• Is it always on, or can you turn it off?
• Wait, the battery is rechargeable? If this is an ADVERTISEMENT in a paper magazine, why would you want to recharge it beyond the novelty? What good is this, and with a battery of 70min, wouldn't they ALL have no power by the time you get it off the shelf?
• Can I rip it out of the magazine and keep the screen/device and repurpose them for something actually useful?

FYI, here's what it does list:

• Screen uses liquid crystal display (LCD) technology
• Each is 2.7mm thick with 320x240 resolution Can store 40mins of video
• Battery can be recharged via mini-USB
• Rechargeable battery lasts up to 70 mins
• Developed by LA-firm Americhip

Any interesting Esquire e-ink hacks

[EsJay]

Esquire had an E-ink cover last year. Was there any interesting re-purposing?

Google tells me it was possible but I didn't find any interesting projects.