In a time when the "captive audience" is disappearing a few companies have realized that intrusive advertising isn't necessarily the way to go -- but creating good content that people want to see, which also acts as advertising, can be a much better way to get the word out. Amazon.com is trying to go that route, by creating a series of short films with famous actors, where product placement will be a big part of the film. Unfortunately for Amazon, their first effort seems positively painful to watch. Perhaps I'm not the target audience, but at least the efforts by BMW, Honda and American Express were interesting or amusing. While Amazon may have understood that advertising is morphing into more traditional content, they forgot that the content actually should be good.
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