If you subscribe to Entertainment Weekly and you live in New York or Los Angeles, then you’re in for a special technological surprise this September. The EW issue will include a small video display developed by Americhip that is 2.7 millimeters thick. This nifty gadget will play ads for both Pepsi Max and the CBS fall prime-time lineup.

It should be pretty neat. We’re wondering what the next phase of interactive inserts will include. Food samples in Bon Appétit? On second thought, maybe that’s not such a good idea. The poor mail carriers already have enough dog issues. Carrying a magazine around that smells like steak and gravy probably wouldn’t help.