Advertising breaks during movies may soon disappear. Advertising will always be present, but directly embedded inside the film.

This is a small revolution that some companies are preparing for television and the Internet. The idea: edit the movie in real time to slip the commercials. For example: people are walking in the street. A poster is added to the wall with the desired advertising. Another case: the hero is having breakfast. We put a box of cereals on the table, making sure that the mark is clearly visible. Or: A bus passes, we replace the advertisement that is above another.

The principle is the same as for product placement. Except that everything is done automatically, digitally, with artificial intelligence. It is extremely well done. We only see fire. It's also a smarter way to advertise - anyway, during breaks, people would go to the bathroom or zap.

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Technology already used

This system could also be used on internet videos. Rather than being stuck for 10 seconds waiting for the ad, the video will start right away, with the commercials inside. This technology is currently being developed by companies like Mirriad or Ryff.

It is already used for sporting events, where billboards are modified in real time. In some TV shows, old posters are replaced by more recent ads. In the cinema, it will take more time since it is necessary the agreement of the authors. But on television and on the Internet, this phenomenon could develop very quickly.