To promote CBS’ new fall lineup and Pepsi’s diet drink Pepsi Max, the two brands teamed up to take advantage of a new technology from Los Angeles-based Americhip, features a paper-thin interactive video player. It is being unveiled in an insert packaged with a co-branded ad that will appear in Entertainment Weekly’s annual fall TV preview issue dated Sept. 18. Cool idea. Let’s hope the quality lives up to the hype.