While digging through the US patent website, digital media weblog "Zatz Not Funny!" found that IBM has filed an application to place non-skippable advertisements on DVD movies. Essentially, consumers would be able to purchase these DVDs at a lower price than regular DVDs and pay extra through internet-enabled players to enjoy their purchase ad-free without having to buy a second DVD.
Advertisers could either pre-load the ads onto the disc, or download the latest clips from a central server. The solution would give motion picture studios another source of income, while bringing entertainment to budget-minded consumers willing to sit through a few minutes of ads. Nevertheless, IBM still has a tough sell ahead, considering the public has increasingly grown tired of commercials thanks in part to ad skipping to technologies like the ones found in DVRs.