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Jerry Seinfeld, of legendary Seinfeld fame, has a new movie coming out that he conceptualised, co-wrote and stars in. It's about a bee.  It's called Bee Movie [like B movie - see what he did there?]

He has also created a number of behind the scenes comic vignettes in a neat spin on the trailer, which are being aired on NBC. According to TIME:

Though the shorts are designed to promote the film on the Internet, NBC acquired the rights to air them during commercial breaks in an effort to encourage viewers to watch the neighboring advertisements.

So, there are now content breaks in the ad breaks to get you to watch the ads, but the content is itself a commercial message, except the broadcaster paid the advertiser to run them.

I'm confused.