Beginning November 9, 2004, contextual commerce and karmic redemption is offered via the Internet's #1 retail shopping site, Amazon.com and the Seattle-based company's new "Amazon Theater."

That's right: Amazon is now in the movie business. And it's their free gift to you for coming to their site.

In the first of five short films, Ms. Jordan Scott directs The Portrait.

Good Will Hunting's Academy Award-nominated actress, Minnie Driver (who is not for sale) stars in the film together with Amanda Detmer, Jacqueline Anderson, a BCBG Max Azria Jacket (which you can buy on Amazon for $318) along with dozens other products shown in this eight minute piece of entertainment.

Tuesday's motion picture debut is first Amazon Services film to combine unique content and commerce opportunities.

If you like what you see on the screen you can buy it here.

We call it "contextual commerce." Amazon calls it their content-as-marketing initiative.

This first film, starring Minnie, BCBG and Nokia is about four women and Bud, a "spamming" portrait photographer.

All five of Amazon's films, to be shown every Tuesday through December 7th are produced by Hollywood veteran brothers Top Gun's Tony Scott, and Blade Runner / Thelma & Louise director, Ridley Scott of RSA USA.

Each film will appear on the company's home page for two weeks.

The goal: To entice you to do your holiday shopping with Amazon after watching one of their free movies.

Click on the name of actor or director involved and you will be taken to a Minnie Driver's celebrity Amazon "boutique."

Now that hot suit that Donna and Caroline were wearing is yours for the taking. You can buy the phone the women in the film are using or the clothing, jewelry, cosmetics they are wearing, as well as the electronics used in the film.

Much like the BMW luxury automobile ads starring Clive Owen, Amazon's first film is captivating, novel and worth telling your friends about.

In fact, Amazon was obviously so taken by BMW's groundbreaking online film series, they teamed with Publicis Groupe's Fallon Worldwide advertising agency which orchestrated the "drama-ads," for Amazon's holiday promotions.

Whether each will lead to meaningful product sales for Amazon and associates like Rugged Elegance remains to be seen.

So let's test it out:

Click here to watch Amazon Theater's Portrait directed by Jordan Scott, and then come back to this page to buy any of the products that Minnie (aka Donna) and friends are wearing.

I'll post a similar story every Tuesday for the next five weeks with links to the "starring" products.

After the holiday season is over I'll then report back and let you know how well it worked through this one, call it, "syndicated channel."

To give you an appreciation of who and what it takes to make even a short film, here are the cast of characters, creators and commerce partners:

Esther - Amanda Detmer

Erica - Jacqueline Anderson

Fun Run Guy - Jeff Hahn

Donna - Minnie Driver (Minnie's Boutique which includes the October 2004 release of her new CD Everything I've Got in My Pocket)

Donna's headset: Jabra FreeSpeak 250

Donna's skirt: BCBG Max Azria Skirt and Jacket

Donna's shoes: BCBGirls Katchen Pump

Caroline: Sabra Miller

Caroline's Suit: BCBG Max Azria Skirt and Jacket

Erica's Cell Phone: Nokia 6600 Phone (T-Mobile)

Donna's Cell Phone: Motorola V600 Phone Next Generation (AT&T)

Donna's Makeup: "Donna the Natural" Look by Sephora

Esther's Makeup: "Esther the Ingenue" Look by Sephora

Erica's Makeup: "Erica's the 70s Sexpot" Look by Sephora

Caroline's Makeup: "Caroline the Seductress" Look by Sephora

Answering Machine Caller: Rebecca Beluk

Bathroom Counter Products:

Sephora SuperStars Super Supreme Body Butter

Sephora Indulgences Coffee & Cream Morning Body Scrub

Sephora Super Shimmer Lip Gloss

Sephora SuperStars Super Loaded Body Lotion

Sephora Indulgences Chocolate Body Glosser

Sephora WaterColors Dreamy Collection

Sephora SuperStars Super Hero Hand Cream

Sephora WaterColors Cooling Collection

Sephora WaterColors Rejuvenating Collection

Sephora WaterColors Relaxing Collection

Sephora Fleur de Sephora, Magnolia

Esther's Handbag: Nordstrom Leather Tote

Mike: Reggie Currelley
Narrator: Fran McGivern
Wardrobe Provided by: Nordstrom
Executive Producers: Jules Daly & Brian DiLorenzo
Creative Director: David Lubars
Written by: David Carter, Greg Hahn, Mike Smith, Christopher Toland
Story by: Eric Frost and Jordan Scott
Producers: Fran McGivern & Brigette Whisnant
Line Producer: Michele Abbott
Title Design: Stardust
Designers/Animators: Jason Doherty, Lauren Hartstone
Creative Director: Jake Banks
Executive Producer: Matthew Marquis
Producer: Rich Kaylor
Music & Sound Design by: Ten Music
Composer: Art Hodge
Director of Photography: Martin Alghren
Production Design: Kiki Giet
Costume Design: Paula Thomas
Casting by: Laray Mayfield
Editor: Jonathan Del Gatto
Producer: Michael Gresch
Assistant Editor: Rebecca Beluk
Editor: Carlos Arias
Executive Producer: Stephanie Apt
Producer: Sonali de Silva
Colorist: Stefan Sonnenfeld
Producer: Missy Papageorge
Visual Effects Supervisor: Rob Moggash
Executive Producer: Gabby Evans
Producer: Mike Hanley
Mixer: Jeff Levy
General Manager: Jonathan Whitehead
Assistant Manager: Verena Karalla

Future films will star Daryl Hannah, Chris Noth and TV's LAX's Blair Underwood.

In the coming weeks look for four more films: "Agent Orange," "Do Geese See God," "Tooth Fairy" and "Careful What You Wish For."

None of the films have a holiday theme. The moral of each message is more "it's what's on the inside that counts" and "what goes around comes around."

To kick off the film series, Amazon, Tony and Ridley Scott and Jules Daly are hosting a exclusive red-carpet Hollywood-style premiere event in Los Angeles tonight. Thanks to JPMorgan Chase & Co., the official sponsor of Amazon Theater, attendees will see a sneak preview of the next film "Agent Orange" which debuts on November 16th.

Unless your a movie star or hot shot Internet marketeer, the only way to get a ticket to this exclusive event is to become an Amazon.com Platinum Visa cardmember. Members will have access to a backstage pass which includes interviews with the film's actors and directors, as well as behind-the-scenes footage of the making of the films.

New cardmembers will also receive a $30 instant discount off their first qualifying Amazon order when they purchasing items using their Amazon.com Platinum Visa Card. In addition, cardmembers who purchase products from any of the actors or directors boutiques will receive 5% back on each purchase.

They also earn three points for every dollar spent on Amazon purchases and one point for every dollar spent on other card purchases.

I just registered for it. Anyone who buys products through Amazon should use this card.

It's All About You, The Customer

Hugh Bleemer, evp of co-branding for JPMorgan Chase & Co's card services division calls Amazon's Theater an innovative channel to reach current and new customers.

In The Wall Street Journal on Tuesday, Amazon CEO Jeff Bezos refers to this form of advertising, "if it is advertising," he saids, "the world's worst." I guess what he is saying is that the company considers their efforts to be subtle.

Bezos calls their original programming an example of the e-tailer's creative effort to attract customers.

He said, ""It's a great example of Amazon's relentless commitment to finding new and innovative ways to surprise and delight customers and deliver an unparalleled online experience."

Amazon is not alone. Last week, Yahoo hired Lloyd Braun, former head of ABC-TV, to bring original content to the Internet's #1 most visited destination.

Last year, holiday shoppers spent a record $18.5 billion in online holiday purchases. This was a 35% increase from $13.7 billion in 2002, according to the "eSpending Report" released by Goldman Sachs, Harris Interactive and Nielsen/NetRatings in January 2004.

And The Potential For New Filmmakers

Building on the momentum of the original Amazon Theater films, Amazon.com is working on a major short-films initiative, and they want to work with filmmakers like you. When they're ready to announce the program, you'll be the first filmmakers Amazon contacts. To sign up, go to:

Minnie Driver said this about being associated with the project and being invited to create her own Amazon boutique:

To be at the forefront of Amazon's innovative program is something that I care passionately about. And for there to be a whole new generation of people being exposed in a whole new way to short films is so exciting -- they may go out and make their own short films and see how they can put them on their own Web sites...

The possibilities are endless and limitless.

That may be the greatest inspirational gift of a place like Amazon.com -- anything is possible.

Inspire & Be Inspired (R).

Here's to healthy, adventuresome, soulful and "celebrating inner beauty" living!

~ Jennifer Carolyn King