Entertainment Weekly subscribers in New York and Los Angeles will get a little hipper when they open up their Sept. 18 issues. That’s because they’ll be the first ever to watch a video ad embedded in a print publication.

CNET News (a CBS publication) has a report on the technology behind the groundbreaking advertisement, which will promote CBS’ fall TV season in concert with Pepsi Max soda:

The screen, which is 2.7 millimeters thick, has a 320×240 resolution. The battery lasts for about 65 to 70 minutes, and can be recharged, believe it or not, with a mini USB cord–there’s a jack on the back of it. The screen, which uses thin film transistor liquid crystal display (TFT LCD) technology, is enforced by protective polycarbonate.

Run! The walls of reality are breaking down!