These days, most of our movies come to us via internet streaming through a service like Netflix, Amazon, Hulu, etc. What if movie producers and advertisers collaborated and embedded hooks in the movies for live advertising? Take for instance a movie like Blade Runner 2049 where there are literally tons of floating neon billboards going by scene after scene. For this movie it would be extremely easy to put in a modern advertisement. How long does an ad need to imprint on our minds, say one second?
I would think there would have to be a digital advertising format agreed upon in advance where the movie could alter the ads brightness, contrast, hue, etc. to make it fit to the movie space and not ruin the immersion.
As a note, the new advertisement for the movie should only overlap the original movie advertisement, so if the new advertisement failed to load or meet some checkpoint criteria, then the original movie ad would still be there.
Doing this would create a revenue stream (punn intended) for as long as a movie is ever viewed.