The CD-ROM format of Hollywood Previews gives advertisers an opportunity to leverage the The Dallas Morning News' audience reach and distribution power. Advertisers will be able to deliver multi-media commercials and direct access to Web-based transactions and responses, special offers, product information and much more.

The Dallas Morning News has been expanding our lifestyle-themed products and services to increase the paper's appeal in today's consumer-driven society, especially among younger audiences. Including this innovative digital media magazine in our newspaper creates an engaging and entertaining experience for our readers, as well as additional marketing opportunities for advertisers.

This level of use offers very appealing visibility for advertisers who want to integrate their messages across multiple media platforms.

We expect to investigate that as we would any other opportunity as opposed to building out our own network, ... Obviously it depends on what the value of Orange is going to be...and how we could structure that. But we are curious at this point in time to see how that plays out.

It opens up an opportunity for residents to win a bonus prize. That screenplay will get read by Hollywood producers and agents, too.

It is an opportunity for us to have a window into the space.