I would argue when the image becomes equal or superior the work will veer toward poetry. Unless, of course, the image is simply an illustration, a pantomime of action. I do believe the Web can serve as a new medium to explore and develop literary forms such as fiction and poetry and new genres. A concrete example of how the Web might influence or more boldly revitalize literature comes from the convention of frames. Frames offer many interesting alternatives for literature and, especially, I believe, fiction.
Frames are potentially dynamic.
There's a remote control aspect. It can be a dialogic experience or like dueling banjos. I say this half in jest, some Dadaesque humor, but also in seriousness. I've taken a good stab at several Web conventions, notably frames. Tables and forms are two other examples.