Entertainment Weekly ad with a video-screen glued to the pages

The current ish of Entertainment Weekly has a tiny video screen embedded in a two-page CBS ad that auto-plays when you turn the page. The screen is controlled by a slim PCB sandwiched between the pages. As Wired's John C Abell says, "The audio quality is equally good (extremely poor video shot by this reporter notwithstanding), but beware: There are no volume controls, and in a quiet environment, it's quite loud. This is surely a intentional design feature, aimed at getting the attention of people nearby."

I wonder if the video screen is worth more than the newsstand price of the magazine, and if so, what makers could do with this subsidized video hardware?

CBS Embeds a Video Playing Ad in a Print Magazine