Targeted advertising

Ever since I read Wired's article about the guys trying to reverse engineer Netflix so they can use it for porn, I've been paying more attention to the packaging our movies arrive in. Netflix has been selling ad space on the inside of the detachable flap on its envelopes for a while, but today I noticed that the ads seemed to be tailored to the movies they came with. X-Men: Evolution got a Superman Returns ad, while Scrubs came with an ad for Adam Sandler's upcoming movie. Not the sharpest targeting, but still interesting to note. Perhaps the porn guys will also notice, and put this principle to use...