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Entertainment Weekly is adding full-motion video with audio next month to its printed page. Sound crazy? The cellphone-sized, wafer-thin screens activate when the reader gets to that page, and will feature characters from prime time television and ads for soft drinks at a considerable mark-up, according to the Financial Times: One magazine industry executive with knowledge of the technology estimated that running one video ad in 100,000 copies would cost in the low seven-figure range.