Yes, you heard it right. BBC reports that Entertainment Weekly will carry video ads in select copies.
The first-ever video advertisement will be published in a traditional paper magazine in September.
The video-in-print ads will appear in select copies of the US show business title Entertainment Weekly.
The slim-line screens - around the size of a mobile phone display - also have rechargeable batteries.
The chip technology used to store the video - described as similar to that used in singing greeting cards - is activated when the page is turned.
Each chip can hold up to 40 minutes of video.
The first clips will preview programmes from US TV network CBS and show adverts by the drinks company Pepsi.
They will appear in 18 September editions of the magazine distributed in Los Angeles and New York.
It’s believed the new technology will cost much more than normal print ads.