> “When the Theatre display (top screen) is not in use, the ad unit could come to life in a fun way connecting both,” Lawrence says. “There are literally hundreds of things we are thinking about to create the most engaging ad experience ever.”
Lawrence uses the word "fun" in a sense that I have never seen before. What's fun about television that suddenly turns on to display advertising.
What’s ‘fun’ is splicing in a remote switch so you can just flip that screen off whenever it wants to start showing ads - and what’s even ‘funner’ is the company seeing that you’re doing it via metrics