Intel recruits top Hollywood talent to make Viiv thrive | The Register

Intel recruits top Hollywood talent to make Viiv thrive The Register: "Intel rolled out Tom Hanks, Morgan Freeman and Danny DeVito to help sell its Viiv technology here at the Consumer Electronics Show (CES). The star power, however, did little to convince us that this Viiv thing is more than a wishy-washy brand.
Intel describes Viiv - which sounds like 'five' - as a hardware and software pairing meant to usher in a new era of computing and entertainment. This concept fits into Intel's new 'platform' marketing fluff that presents processors as some kind of lifestyle choice. For example, Intel would have you believe that you'll be a media-less hermit in a couple of years if you reject Viiv's embrace.
To lay it on thick, Intel announced partnerships with AOL, DirecTV and NBC where the content providers will certify their services to work with Viiv-enabled technology.
Then, Intel's new CEO Paul Otellini brought out Hanks, Freeman and DeVito to sell the ClickStar movie service, which will be Viiv-enabled, whatever that means. The first ClickStar film '10 Items or Less' will premiere online 'within weeks,' according to the media moguls. Hanks and Freeman, in particular, talked up ClickStar, which is meant to give directors and actors a non-Hollywood mechanism for releasing films straight to consumers."