Did everyone go to the movies last weekend? Sure seems like it – the box office numbers were off the charts, with a three-day U.S. total of $278 million, shattering the previous record. Yes there was Avatar, pulling them in for the second weekend straight — in the business this is what we call a film that has “legs”, and Hollywood hasn’t seen legs this nice in a long long time — but for boffo B.0. like that, there needs to be more. And there was.

Esquire is teasing its upcoming December issue as a new “living, breathing, moving, talking magazine,” using 3-D technology and augmented reality to integrate real images and graphics with both its articles and advertisements. The issue features six interactive “boxes” and at least one Lexus ad in which readers can use their computers to see bonus three-dimensional features. Will this lure advertisers? It better.