Halle Berry, Julianne Moore, Jaime King and Eva Mendes will be starring in a movie that lasts a mere two minutes, and is, in fact, a TV commercial. All Revlon spokeswomen, are being featured in a Scott Hicks-directed mini-movie for the company making its debut in New York, before rolling out to the Internet and theaters in 10 major markets.

But unlike a traditional ad, product placement is subtle, woven into four narratives that intertwine at the end. Tubes of lip gloss and lipstick, for instance, tumble out of Moore's bag as she reaches for a book on a shelf; King flips open a compact while sitting at a cafe. Revlon's signature red, meanwhile, turns up in such places as Moore's red umbrella and Mendes' red bike.

"There's an increasing amount of blurring going on between entertainment and fashion" and now beauty, says Revlon's Rochelle Udell.

"It's a hybrid" between commercials and feature filmmaking, says Moore. "It's arresting and different and will get people's attention. And it's entertaining, which is nice, rather than kind of a hard sell."