Too often, mini-film advertisers placed
impudently brandedmessages into the scene or plot, interrupting
the transportation process of consumers into the story, which
results in a less-entertaining experience or even a negative
attitude toward the film. This negative experience can be
devastating for advertisers. Online circulation of mini-films is
a type of viral advertising (Southgate et al., 2010) intended to attract
voluntary viewing and sharing, but hardly anyone would
share a commercial devoid of entertainment value with friends.