US streaming service Hulu has launched an interactive advertising unit that allows viewers to make purchases through their remote controls.
The initiative, dubbed T-commerce, has been developed in partnership with interactive TV company Brightline.
The first campaign launched on Wednesday and allows viewers to book tickets for the forthcoming film Tomb Raider at a cinema close to where they live.
Viewers see the trailer and then an overlay appears on screen which takes them to a new screen where they can see the details of their local screening before making their final purchase via email.
“This is the first step in a much broader strategy and approach to the marketplace to bring the transaction closer to the viewer,” said Jacqueline Corbelli, chairman and CEO of Brightline.