An interactive video player in the pages of a magazine can’t be cheap. So will readers respond? CBS and Pepsi are hoping so, with an exciting promotion to hype their fall lineup. A paper-thin video player will be inserted into the pages of the Sept. 18 issue of Entertainment Weekly loaded with video content touting CBS’s fall shows.

Perhaps if you want your message to jump off the page, you gotta make it creative. This innovative approach comes at a critical time for CBS who is battling (along with other networks) a ratings erosion due to increased digital options.

Read more about the promotion here.