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Hulu allows viewers to buy through their remote

First interactive advert launched this week

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.