Patent Publication Number: US-10320864-B2

Title: System and method for providing supplemental information related to media content

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is a Continuation application of U.S. application Ser. No. 13/588,997 filed on Aug. 17, 2012, entitled SYSTEM AND METHOD FOR PROVIDING SUPPLEMENTAL INFORMATION RELATED TO MEDIA CONTENT. U.S. patent application Ser. No. 13/588,997 claims priority to U.S. Provisional Application No. 61/525,684, filed Aug. 19, 2011, entitled “SYSTEM AND METHOD FOR PROVIDING SUPPLEMENTAL INFORMATION RELATED TO MEDIA CONTENT”, both of which are incorporated herein by reference in their entirety. 
    
    
     TECHNICAL FIELD 
     This invention relates to a system and method for providing supplemental information related to media content. More particularly, the present invention provides a system and method for transmitting supplemental information to an electronic device, where the supplemental information is synchronized with a piece of media content being played and is related to a current state of the piece of media content being played. 
     BACKGROUND AND SUMMARY OF THE INVENTION 
     While the present invention is often described herein with reference to a digital video disc, Blu-Ray disc, and video game distribution system, an application to which the present invention is advantageously suited, it will be readily apparent that the present invention is not limited to that application and can be employed in article dispensing systems used to distribute a wide variety of dispensable articles. 
     The digital video disc (DVD) player has been one of the most successful consumer electronics product launches in history. The market for DVD movie video, Blu-Ray movie video, and video game rentals is enormous and growing. Millions of households have acquired DVDs since they were introduced in 1997. In the first quarter of 2003 alone, it was estimated that well over three million DVD players were shipped to U.S. retailers. 
     In 2003, brick-and-mortar stores dominated the movie video and video game rental landscape in the U.S. Statistics showed that two brick-and-mortar companies controlled nearly sixty-five percent of the home video rental business. One element repeatedly cited for success of certain brick- and mortar store video rental franchises was perceived high availability of new video releases. Consumers want entertainment on demand, and through stocking multiple units of each new release, successful brick-and-mortar companies meet this consumer demand. 
     The foregoing indicates that there is a significant market potential for aligning regular routines of consumers (e.g., shopping, getting coffee or gas or going to a convenience store) with their DVD, Blu-Ray, and video game rental activities. 
     One improved article dispensing machine is disclosed in commonly owned U.S. Pat. No. 7,234,609, which is herein incorporated by reference in its entirety. The invention of the U.S. Pat. No. 7,234,609 and the present invention can function as an article dispensing machine-based distribution system that will typically have multiple units of each new release per article dispensing machine. The dispensing machines of the U.S. Pat. No. 7,234,609 and the present invention can stock up to two thousand DVDs, Blu-Ray, video games, or other discs (movies, games or other entertainment content), making the system competitive with existing brick-and-mortar video rental superstores. 
     The dispensing machine and system of the U.S. Pat. No. 7,234,609 and the present invention distinguishes itself from such stores by offering major benefits not conventionally offered by such stores, including additional cross-marketing programs (e.g., promotional rentals for a certain amount of dollars spent at the retail location) and convenience (e.g., open always). 
     The dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention yields a competitive advantage in the DVD, Blu-Ray disc, and video game rental marketplace by offering consumers cross-marketing/promotional programs, convenience of selection (e.g., computer-based searches for movies and recommendations based on consumer profiles), and potentially extended hours. The present invention employs a more cost-effective, convenient platform than brick-and-mortar stores. In addition, with the present invention, dispensing machines can be situated in retail locations having high foot traffic, such as at a popular grocery store, restaurant, drug store, and/or other popular retail location. 
     The dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention can be operated at a substantial savings over the costs associated with traditional brick-and-mortar video rental stores. For example, the present invention does not require hourly employees manning the dispensing machines or restocking them with inventories, due to the ability of the article transport storage units to be delivered to/picked up from retail locations by third-party delivery services, such as traditional or contracted courier services. 
     Unlike brick-and-mortar stores, the dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention does not require an on-site store manager because all operational decisions can be made at a centralized location by a management team officed remote from the retail locations. Unlike brick-and-mortar stores, the dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention does not require significant physical space. Unlike brick-and-mortar stores, the dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention has low operating costs because no heating or air conditioning is required for the dispensing machines and they consume a relatively low level of electrical energy. In addition, the dispensing machine of the U.S. Pat. No. 7,234,609 has low maintenance costs and downtime. 
     The dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention addresses the shortcomings of traditional brick-and-mortar stores in a convenient and cost-effective delivery vehicle having the added bonus of serving as an effective promotional platform that drives incremental sales to retail locations. In addition, the dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention overcomes these disadvantages by at least offering more new releases and older selections for any given time period, and lower cost per viewing with significantly more convenience than Internet-based and pay-per-view services. 
     The dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention is a fully automated, integrated DVD, Blu-Ray, and video game rental and/or purchase systems. It preferably incorporates robust, secure, scalable software that provides a fully personalized user experience and real-time feedback to retail locations and advertisers, scalable hardware that leverages existing technologies such as touch screen, focused audio speakers and video monitors, technology utilizing the Internet through a system website or mobile/consumer electronics device application, and an article transport storage unit that facilitates the exchange of new discs for old discs in each machine with virtually no need for human intervention. These technologies and others fill long-felt needs in the art and give advantages over conventional video distribution options. The dispensing machine of the U.S. Pat. No. 7,234,609 and the present invention functions as much as a promotional platform as it does a rental kiosk. 
     By utilizing the dispensing machines and the fully-interactive, real-time, linked Internet website or mobile/consumer electronics device applications, consumers can rent one or more DVDs, Blu-Ray discs, video games, or other entertainment content directly from dispensing machines as well as indirectly by making a rental reservation through the website or application for later pickup at a conveniently located machine. These dispensing machines are preferably networked with each other, with the inventory control and/or supply office and with the system website or application by phone-line, DSL, wireless network, or other Internet connection at each retail location. Through this linked network, the rental experience for each consumer can be customized based on a profile for each consumer, such as via personalized home pages and rental screens. 
     Existing systems may provide access on an electronic device to bonus material related to a movie on a DVD or Blu-Ray disc, such as deleted scenes, trailers, and director commentary. However, the bonus material accessible on the electronic device is the same as the bonus material that already exists on the disc containing the movie. A user may access the bonus material on the electronic device but the bonus material is not synchronized to a viewing of the movie. In addition, the bonus material is limited to the static content on the DVD or Blu-Ray disc. Moreover, other existing systems may provide information related to a piece of media content on the same screen that is displaying the piece of media content. For example, an offer to purchase a product that is being shown in a movie could be displayed on a television screen that is also displaying the movie. However, information that is displayed on the screen may be displeasing to a viewer because of the distraction and clutter that the information creates on the screen. 
     The present invention allows for providing supplemental information related to a piece of media content to an electronic device. The supplemental information can be synchronized to the piece of media content and can be related to a current state of the piece of media content. The supplemental information may be transmitted to the electronic device automatically in response to the start of play of the piece of media content on an audio/visual display interface. Alternately, a user can manually start transmission of the supplemental information by simultaneously indicating that playing of the piece of media content has begun. Playing the piece of media content may also be requested by a user through the electronic device. The present invention overcomes disadvantages of existing systems by providing supplemental information that is not necessarily already available and by transmitting the supplemental information to an electronic device separate from the audio/visual display interface that is displaying the piece of media content. Moreover, the present invention transmits the supplemental information in synchronization with the piece of media content being played, and ensures that the supplemental information is related to a current state of the piece of media content. Other features and advantages are provided by the following description and drawings. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG. 1  is an illustration of a system for communicating and processing information in a network of article dispensing machines and dispensing apparatus. 
         FIG. 2  is a perspective view of an article dispensing machine constructed in accordance with the principles of the present invention. 
         FIG. 3  is a high-level block diagram illustrating a networked media content system and connections including an article dispensing machine, a system backend, a content provider backend, an A/V display interface, and an electronic device. 
         FIG. 4  is a block diagram illustrating the system backend. 
         FIG. 5  is a block diagram illustrating connections between the system backend and the content provider backend. 
         FIG. 6  is a block diagram illustrating connections between the system backend, the content provider backend, and the A/V display interface. 
         FIG. 7  is a flowchart illustrating operations for providing supplemental information related to a piece of media content that is initiated by receiving a viewing initiation notification. 
         FIG. 8  is a flowchart illustrating operations for receiving the viewing initiation notification. 
         FIG. 9  is a flowchart illustrating operations for providing supplemental information related to a piece of media content that is initiated by receiving a viewing initiation request. 
         FIG. 10  is a flowchart illustrating operations for receiving the viewing initiation request. 
         FIG. 11  is a flowchart illustrating operations for receiving identifying information from an electronic device and an audio/visual display interface. 
         FIG. 12  is a flowchart illustrating operations for transmitting supplemental information. 
     
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
     While this invention is susceptible of embodiments in many different forms, there is shown in the drawings and will herein be described in detail preferred embodiments of the invention with the understanding that the present disclosure is to be considered as an exemplification of the principles of the invention and is not intended to limit the broad aspect of the invention to the embodiments illustrated. 
       FIGS. 1-2  illustrate an article dispensing machine designated  230 . Article dispensing machine  230  is one of a plurality of article dispensing machines included within an article distribution system having a plurality of such machines situated at a plurality of retail locations. The article dispensing machines of a particular article distribution system preferably form a network. As such, those machines are preferably in electrical communication with each other and with a central server or central controller. 
     As shown in  FIG. 1 , each article dispensing machine  230  includes a dispensing machine processor  300 , also referred to herein as a vending controller, which is connected to a first sensor  270  and a second sensor  370 , a first motor  251  and a second motor  262  and a user interface control system  234 , collectively referred to as “the peripheral devices.” The processor is capable of executing various programs to provide input to and/or receive outputs from the peripheral devices. Suitable processors for such use are known to those of skill in the art. In addition, the processor is operably connected to at least one memory storage device  281 , such as a hard-drive or flash-drive or other suitable memory storage device. 
     Article dispensing machine memory storage device  281  can include any one or a combination of volatile memory elements (e.g., random access memory (RAM, such as DRAM, SRAM, SDRAM, etc.)) and nonvolatile memory elements (e.g., ROM, hard drive, tape, CDROM, etc.). Moreover, article dispensing machine memory storage device  281  may incorporate electronic, magnetic, optical, and/or other types of storage media. Article dispensing machine memory storage device  281  can have a distributed architecture where various components are situated remote from one another, but are still accessed by processor. Article dispensing machine memory storage device includes an article dispensing machine database  282 . 
     The article dispensing machines  230  preferably comprise a network of machines in communication with one another. As shown in  FIG. 1 , in the preferred configuration, the article dispensing machines  230  are networked with one another via a central server or central controller  302  in a hub-and-spoke system. However, optionally, the article dispensing machines may be connected and communicate directly with one another, and/or subsets of article dispensing machines may communicate with one another directly as well as with the central server  302 . 
     Generally, in terms of hardware architecture, the central server  302  and the content provider backend  308  shown in  FIG. 3  include a central processor and/or controller, central memory, and one or more input and/or output (I/O) devices (or peripherals) that are communicatively coupled via a local interface. The architecture of the central server  302  is set forth in greater detail in U.S. Pat. No. 7,234,609, the contents of which are incorporated herein by reference. Numerous variations of the architecture of the central server  302  and the content provider backend  308  would be understood by one of skill in the art and are encompassed within the scope of the present invention. 
     The processor/controller is a hardware device for executing software, particularly software stored in memory. The processor can be any custom made or commercially available processor, a central processing unit (CPU), an auxiliary processor among several processors associated with the server  302 , a semiconductor based microprocessor (in the form of a microchip or chip set), a macroprocessor, or generally any device for executing software instructions. Examples of suitable commercially available microprocessors are as follows: a PA-RISC series microprocessor from Hewlett-Packard Company, an 80×86 or Pentium series microprocessor from Intel Corporation, a PowerPC microprocessor from IBM, a Sparc microprocessor from Sun Microsystems, Inc., or a 68xxx series microprocessor from Motorola Corporation. The processor may also represent a distributed processing architecture such as, but not limited to, SQL, Smalltalk, APL, KLisp, Snobol, Developer 200, MUMPS/Magic. 
     The software in memory may include one or more separate programs. The separate programs comprise ordered listings of executable instructions for implementing logical functions. The software in memory includes a suitable operating system (O/S). A non-exhaustive list of examples of suitable commercially available operating systems is as follows: (a) a Windows operating system available from Microsoft Corporation; (b) a Netware operating system available from Novell, Inc.; (c) a Macintosh operating system available from Apple Inc.; (d) a UNIX operating system, which is available for purchase from many vendors, such as the Hewlett-Packard Company, Sun Microsystems, Inc., and AT&amp;T Corporation; (e) a LINUX operating system, which is freeware that is readily available on the Internet; (f) a run time Vxworks operating system from WindRiver Systems, Inc.; or (g) an appliance-based operating system, such as that implemented in handheld computers, smartphones, or personal digital assistants (PDAs) (e.g., PalmOS available from Palm Computing, Inc., Windows CE or Windows Phone available from Microsoft Corporation, iOS available from Apple Inc, Android available from Google Inc., BlackBerry OS available from Research in Motion Limited, Symbian available from Nokia Corp.). The operating system essentially controls the execution of other computer programs and provides scheduling, input-output control, file and data management, memory management, and communication control and related services. 
     Steps and/or elements, and/or portions thereof of the present invention may be implemented using a source program, executable program (object code), script, or any other entity comprising a set of instructions to be performed. When a source program, the program needs to be translated via a compiler, assembler, interpreter, or the like, which may or may not be included within the memory, so as to operate properly in connection with the operating system (O/S). Furthermore, the software embodying the present invention can be written as (a) an object oriented programming language, which has classes of data and methods, or (b) a procedural programming language, which has routines, subroutines, and/or functions, for example but not limited to, C, C++, Pascal, Basic, Fortran, Cobol, Perl, Java, Ada, and Lua. 
     When article dispensing machine  230  is in operation, the article dispensing machine processor is configured to execute software stored within article dispensing machine memory, to communicate data to and from the dispensing machine memory, and to generally control operations of article dispensing machine pursuant to the software. The software aspects of the present invention and the O/S, in whole or in part, but typically the latter, are read by processor, perhaps buffered within the processor, and then executed. 
     When the present invention or aspects thereof are implemented in software, it should be noted that the software can be stored on any computer readable medium for use by or in connection with any computer related system or method. In the context of this document, a computer readable medium is an electronic, magnetic, optical, or other physical device or means that can contain or store a computer program for use by or in connection with a computer related system or method. The present invention can be embodied in any computer-readable medium for use by or in connection with an instruction execution system, apparatus, or device, such as a computer-based system, processor-containing system, or other system that can fetch the instructions from the instruction execution system, apparatus, or device and execute the instructions. In the context of this document, a “computer-readable medium” can be any means that can store, communicate, propagate, or transport the program for use by or in connection with the instruction execution system, apparatus, or device. The computer readable medium can be for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, device, or propagation medium. More specific examples (a non-exhaustive list) of the computer-readable medium would include the following: an electrical connection (electronic) having one or more wires, a portable computer diskette (magnetic), a random access memory (RAM) (electronic), a read-only memory (ROM) (electronic), an erasable programmable read-only memory (EPROM, EEPROM, or Flash memory) (electronic), an optical fiber (optical), and a portable compact disc read-only memory (CDROM) (optical). Note that the computer-readable medium could even be paper or another suitable medium upon which the program is printed, as the program can be electronically captured, via, for instance, optical scanning of the paper or other medium, then compiled, interpreted or otherwise processed in a suitable manner if necessary, and then stored in a computer memory. 
     For communication with the central server  302 , article dispensing machine  230  is equipped with network communication equipment and circuitry. In a preferred embodiment, the network communication equipment includes a network card such as an Ethernet card. In a preferred network environment, each of the plurality of article dispensing machines  230  on the network is configured to use the TCP/IP protocol to communicate via the network  301 . It will be understood, however, that a variety of network protocols could also be employed, such as IPX/SPX, Netware, PPP and others. It will also be understood that while a preferred embodiment of the present invention is for article dispensing machine  230  to have a “broadband” connection to the network  301 , the principles of the present invention are also practicable with a dialup connection using a standard modem. Wireless network connections are also contemplated, such as wireless Ethernet, satellite, infrared, radio frequency, Bluetooth, near field communication, and cellular networks. 
     The central controller  302  communicates with the article dispensing machine controllers  300  via the network  301 . The central controller  302  is preferably located at a central station or office that is remote from the plurality of article dispensing machines  230 . The central controller  302  can operate as the server for communicating over the network  301  between the plurality of article dispensing machines  230 . The central controller  302  receives communications and information from the article dispensing machines  230 , and also transmits communications and information to the machines  230 . For example, when a rental transaction is performed at the article dispensing machine  230 , transaction data such as the rented title is then transmitted from the machine  230  to the central controller  302  via the network  301 . It will be understood that central servers in general, such as the central controller  302 , are often distributed. A plurality of central servers/controllers  302  may optionally be arranged in “load balanced” architecture to improve the speed and efficiency of the network. To accomplish the implementation of multiple controllers  302 , the controllers  302  may be in communication with a router/distributor  303 . 
     The central controller  302  is also in communication with a central database  304 . The central database  304  stores information regarding the transaction network. For example, the central database  304  stores data regarding the vending inventory at each of the plurality of article dispensing machines  230 . The central database  304  also stores sales information regarding the sales quantities of the vending merchandise stored in the machines  230 . For example, the central database  304  stores information regarding the sales totals for each title and for each machine  230  vending location. Central database  304  also stores user information and rental transaction information, such as user IDs, the date on which discs are due to be returned, the date on which discs were rented from the machines  230  and a list of valid coupon codes and restrictions associated with those codes. In certain embodiments, central database  304  also may be configured to store user PINs. Some of this information is also preferably stored in article dispensing machine database  282 . 
     Central database  304  and databases in the content provider backend  308 , such as the content provider customer profile database  502  and other databases, are preferably relational databases, although other types of database architectures may be used without departing from the principles of the present invention. For example, the databases  304  and  502  may be a SQL database, an Access database or an Oracle database, and in any such embodiment have the functionality stored herein. Central database  304  is also preferably capable of being shared, as illustrated, between a plurality of central controllers  302  and its information is also preferably capable of being transmitted via network  301 . It will be understood that a variety of methods exist for serving the information stored in central database  304  and database  502 . In one embodiment, .net and Microsoft Reporting Services are employed, however, other technologies such as ODBC, MySQL, CFML and the like may be used. 
     The central controller  302 , central database  304 , and components of the content provider backend  308  are also accessible by an electronic device  306 , which may include a personal computer  102 , mobile device  104  (e.g., smartphone, personal digital assistant, etc.), tablet computer  106 , video game console  108 , television  110 , and Blu-Ray player  112 . The electronic device  306  may be in direct or indirect communication with the central controller  302 , central database  304 , and/or the content provider backend  308  through a wired and/or wireless network connection, such as Ethernet, Wi-Fi, cellular (3G, 4G, etc.), or other type of connection. As a personal computer  102 , the electronic device  306  will be understood as comprising hardware and software consistent with marketable personal and laptop computers, such as a display monitor, a keyboard, and a microprocessor. The electronic device  306  may also comprise Internet browser software such as Firefox, Internet Explorer, Chrome, or Safari. Using the browser software, a user of the electronic device  306  can access a web interface through the central controller  302 . An application may also execute on the electronic device  306  that accesses the central controller  302 . To that end, central controller  302  preferably comprises web server software such as IIS or Apache. It will be understood that a variety of web server software and web browser software exists to implement the principles of the present invention without departing therefrom. Through the web browser software or application, the electronic device  306  communicates with the central controller  302  and allows the user to login to a central command functionality of the central controller  302  and to view and modify data stored in the central database  304 . The browser interface or application also allows the user to perform certain system functions, which will affect the inventory and behavior of the article dispensing machines  230 . The electronic device  306  may communicate with the central controller  302 , central database  304 , components of the system backend  307 , and components of the content provider backend  308  using rules and specifications of an application programming interface (API). 
     In a preferred embodiment, a financial server  305  is also in communication with the network  301 . It will be understood that a variety of financial services exist for processing financial information via the Internet and other networks  301 . Those services allow for the processing of credit card and debit card information, so that users of the services do not have to interface directly with credit and debit card companies. In  FIG. 1 , the financial server  305  is illustrated as a single server, although the financial server  305  may comprise an entire sub-network of financial servers  305  responsible for processing financial information. 
     As shown in  FIG. 2 , article dispensing machine  230  includes a machine housing  232  with front, rear, top, bottom and side panels. The machine housing  232  is preferably a combination molded fiberglass and sheet metal cabinet. However, those skilled in the art will appreciate that the housing can be constructed from a variety of other suitable materials and with a variety of other suitable manufacturing techniques. 
     As shown most clearly in  FIG. 2 , a user interface portion  234  of housing  232  includes a card reader  240 , a keypad and/or touch screen  242  and an article transfer opening  244 . The card reader  240  is preferably designed in known fashion to read magnetically encoded membership and/or credit/debit cards for authorizing the distribution of articles of inventory through the article transfer opening  244 . Keypad and/or touch screen  242  permits consumers and/or inventory stocking personnel to communicate with the dispensing machine  230  and/or a central office linked in electrical communication with the dispensing machine. Keypad and/or touch screen  242  also permits consumers and/or inventory stocking personnel to enter appropriate commands directed to carrying out specific machine tasks. It will be appreciated that the optional touch screen includes a monitor made with known technologies making it capable of being utilized as a user interface for entry of commands designed to carry out machine tasks. The touch screen  242  may also be capable of displaying a QR (Quick Response) code to a customer. The customer may read the QR code with a camera on a mobile device or with a dedicated QR code reader. The QR code can represent a universal resource locator (URL) to access a digital media selection, for example. 
     Furthermore, it will be appreciated that additional user interface portions having additional or even identical user interface components could be incorporated within article dispensing machine  230 . For example, these components could be incorporated on other panels of the housing  232  of machine  230  so that the machine can be used simultaneously by multiple consumers, translating into more efficient distribution of articles in high traffic areas. Dispensing machine  230  also preferably includes speaker units. Known audio technology may be incorporated within dispensing machine  230  to broadcast focused audio directed to relatively small (e.g., three square feet) locations in front of the machines from speaker units and/or in other designated locations at a retail site. 
       FIG. 3  illustrates a networked media content system  310  including an article dispensing machine  230 , an electronic device  306 , a system backend  307 , a content provider backend  308 , and an audio/visual (A/V) display interface  309 . The networked media content system  310  provides for a variety of processes involving management, manipulation, searching, presentation, and notification related to digital media content and vendible physical media articles, including processes related to the present invention. The networked media content system  310  allows for direct and indirect communication between the components in the networked media content system  310  via one or more networks. The components in the networked media content system  310  may be operated by one or more entities. In one embodiment, the article dispensing machine(s)  230  and the system backend  307  are operated by a first entity, such as the operator of the article dispensing machines, while the content provider backend  308  and the A/V display interface  309  are operated by a second entity, such as a content provider. In another embodiment, all of the components shown in the networked media content system  310  of  FIG. 3  are operated by the same entity. The physical media article may include at least a DVD, Blu-Ray disc, video game disc, or other media article including those that are out-of-stock or otherwise unavailable for rental. The digital media selections may include streaming video content, video-on-demand content, downloadable video content, streaming video games, downloadable video games, or other digital media content. Streaming or downloadable video games may include content related to video games, such as expansion packs and add-on packs. Although  FIG. 3  shows a single electronic device  306 , a single content provider backend  308 , and a single A/V display interface  309 , it is contemplated that more than one electronic device, content provider backend, and/or A/V display interface may be in communication with the system backend  307 . 
     The system backend  307  includes components that primarily communicate information, such as transaction and inventory data, to and from the article dispensing machines  230 . Components in the system backend  307  also communicate information to and from the electronic device  306 , the content provider backend  308 , and the A/V display interface  309 . The system backend  307  is detailed below with reference to  FIG. 4 . The content provider backend  308  includes components that primarily communicate information to and from the A/V display interface  309 . Components in the content provider backend  308  also communicate information to and from the system backend  307 , as detailed further below. Data communicated between the article dispensing machines  230 , the electronic device  306 , the system backend  307 , the content provider backend  308 , and/or the A/V display interface  309  may utilize the XML (Extensible Markup Language) format. The electronic device  306  and the A/V display interface  309  may communicate with the system backend  307  and/or the content provider backend  308  using rules and specifications of an application programming interface (API). 
     The A/V display interface  309  can be a set-top box, a module of an internet-ready television, a Blu-Ray player with internet connectability, a software application executing on a mobile device, cable television converter box, satellite television set-top box, IPTV (Internet Protocol television) set-top box (including AT&amp;T U-Verse), digital video recorder, tablet computer, video game console (including Microsoft Xbox family, Sony PlayStation family, Nintendo Wii, and similar devices), handheld gaming device (including Sony PlayStation Portable, Nintendo DS, and similar devices), laptop computer, desktop computer, streaming media box (including Apple TV, Google TV, Roku, Boxee, and similar devices), or any other device capable of receiving and displaying streaming, on-demand, and/or downloadable electronic media from a content provider. Moreover, applications may be installed and executed on the A/V display interface  309  that communicate with the system backend  307  and/or the content provider backend  308  to provide media content and other information to a user of the A/V display interface  309 . Applications may also be installed and executed on the electronic device  306  that communicate with the system backend  307 . 
     The article dispensing machines  230  can communicate with the system backend  307 , including the central server and controller  302 , via network communication equipment and circuitry, as detailed above. Furthermore, the system backend  307  can communicate with the content provider backend  308  and the A/V display interface  309  via the same or different network communication equipment and circuitry. The electronic device  306 , detailed above, may also be in communication with components of the system backend  307  via the same or different network communication equipment and circuitry. In particular, the system backend  307  can directly communicate with the electronic device  306 , the content provider backend  308 , the A/V display interface  309 , or in one embodiment, the system backend  307  can communicate with the A/V display interface  309  through the content provider backend  308 . It will also be understood that while a preferred embodiment of the present invention is for the components of the system  310  to have a “broadband” connection with one another, the principles of the present invention are also practicable with a dialup connection using a standard modem. Wireless network connections are also contemplated, such as wireless Ethernet, satellite, infrared, radio frequency, Bluetooth, near field communication, and cellular networks. 
     Each of the article dispensing machines  230  may operate without requiring continuous connectivity and communication with the central controller  302 . In one embodiment, the central controller  302  only transmits data in response to communication from an article dispensing machine  230 . For example, an article dispensing machine  230  may attempt to communicate with the central controller  302  following completion of one or more rental transactions or one or more media article return transactions. In another embodiment, the article dispensing machine  230  continues normal operations and transactions even if communication is interrupted or cannot be established with the central controller  302 . In these cases, transaction data can be stored locally in the article dispensing machine  230 , such as in the article dispensing machine memory storage device  281 , until a predetermined time interval elapses, when a predetermined number of transactions is reached, or until communication with the central controller  302  can be reestablished. Once communication is established with the central controller  302 , financial and inventory information can be uploaded and the appropriate servers and databases can be updated. 
     In one embodiment, the article dispensing machine  230  can display only media articles which are physically located at the article dispensing machine  230 . In this way, a customer may browse on the user interface  234  only the media articles which are in-stock and available to rent at that article dispensing machine  230 . Typically, the article dispensing machine  230  possesses media information for the media articles that are currently located in the article dispensing machine  230 . The media information for a media article includes title, actor, director, studio, publisher, plot synopsis, format, description, parental rating, individualized ratings and reviews, popularity, article type, running time, genre, cover artwork, or other information. The article dispensing machine  230  can also store in memory the media information for recently-rented media articles that are no longer physically stored in the article dispensing machine  230 . The article dispensing machine  230  can communicate with the central controller  302  when media information about a particular media article is needed. For example, when a particular media article is returned to an article dispensing machine  230  that does not have the corresponding media information for that particular media article, the article dispensing machine  230  can query the central controller  302 , metadata database  410 , and/or inventory database  412  for the media information. Once the media information is obtained, the article dispensing machine  230  may display that particular media article on the user interface  234  as in-stock and available to rent. 
     In another embodiment, the article dispensing machine  230  can display media articles that are both physically located and not physically located at the article dispensing machine  230 . In this embodiment, media articles which are both available and unavailable to rent can be displayed. A media article may be unavailable to rent if it is not in-stock or is in-stock but has been reserved for rental. In one example, the entire catalog of media articles stored in the inventory database  412  can be displayed on the article dispensing machine  230 . In another example, a subset of the entire catalog of media articles can be displayed on the article dispensing machine  230 . The subset of media articles that can be displayed on the article dispensing machine  230  may be determined, for example, based on geographic location, retailer agreements, contractual obligations, customer rental habits, and other criteria. The media articles that can be displayed on the article dispensing machine  230  may include recently-rented media articles that are no longer physically stored in the article dispensing machine  230  or media articles that have never been physically in the article dispensing machine  230 . For example, media articles that have never been physically in the article dispensing machine  230  may be displayed because those media articles may be available at a nearby article dispensing machine. In this case, those media articles may be displayed to the customer so that the customer has an option to obtain those media articles from the nearby article dispensing machine  230 . In this embodiment, if a customer attempts to rent a media article that is out-of-stock, reserved for another customer, or otherwise cannot be vended at the particular article dispensing machine  230 , then that media article can be deemed an unavailable media article. Although a physical unavailable media article cannot be rented from the particular article dispensing machine  230 , a digital alternative media selection may be available and substituted for the unavailable media article. 
       FIG. 4  is a block diagram illustrating the system backend  307  and connections to and from the system backend  307  to the article dispensing machines  230 , the electronic device  306 , the content provider backend  308 , and the A/V display interface  309 . The system backend  307  includes components that provide and receive data to and from the article dispensing machines  230  during DVD, Blu-Ray disc, and video game rental transactions and other transactions. Components in the system backend  307  are utilized in relation to the present invention, as described below. It will be understood that components  402 ,  404 ,  406 ,  408 ,  414 ,  416 ,  418 ,  420 , and  422  in the system backend  307  may be implemented, for example, by the central controller  302  using instructions stored in a memory connected to the central controller  302 . It will be further understood that the databases  404 ,  410 , and  412  may be implemented as part of the central database  304  or as separate databases. 
     The identification and authentication controller  402  can receive a unique customer identifier that a customer provides to the article dispensing machines  230  during a rental transaction. The unique customer identifier can be a credit or debit card number, a hashed version of a credit or debit card number, or other unique identifier used for payment and/or identification purposes. In the case of hashing of the credit or debit card number, the hash function applied to the credit or debit card number is preferably implemented on the article dispensing machines  230  and may be, for example, a SHA-256 hashing algorithm. The identification and authentication controller  402  can validate the payment capability of a credit or debit card by communicating with the financial server  305 . 
     A customer may be authenticated to multiple customer profiles and accounts by the identification and authentication controller  402 . The unique customer identifier provided by the customer can authenticate the customer to an existing customer profile and account for the article dispensing machines  230 . The existing customer profile and account can be stored and looked up using the unique customer identifier in the customer profile database  404  that is connected to the identification and authentication controller  402 . The unique customer identifier can also link the existing customer account to a content provider customer account via a connection from the customer profile database  404  to the content provider customer profile database  502  in the content provider backend  308 , as shown in  FIG. 5 . Zero, one, or more content provider customer accounts may be linked in the customer profile database  404  to the existing customer account for the article dispensing machines  230 . A content provider may include, but is not limited to, a cable television operator, a satellite television service provider, an IPTV (Internet Protocol television) provider, an online gaming and digital media delivery service (Xbox Live, PlayStation Network, OnLive, etc.), a website (YouTube, Hulu, etc.), a movie studio, a television network, a game publisher, or a retailer (Best Buy, Walmart, etc.). Media selections available from a content provider may include videos on demand, streaming videos, downloadable videos, streaming video games, or downloadable video games. The media selections may be available through the A/V display interface  309  that is in communication with the content provider backend  308 . 
     A user may also provide identifying information, including a unique customer identifier, to an electronic device  306  and/or an A/V display interface  309  for initiating the transmission of supplemental information to the electronic device  306 . The supplemental information may be synchronized and related to a piece of media content being played and is described in more detail below. The identifying information can be received by the identification and authentication controller  402 . As described above, the unique customer identifier can authenticate a user to a customer profile in the customer profile database  404 . The unique customer identifier may include a username and/or password, a cookie, or other identifier for authenticating the user. In addition to a unique customer identifier, the identifying information may include a device identifier and/or a device type that tracks whether a user operating the electronic device  306  or the A/V display interface  309  is actively logged in. The device identifier may include an IP address, a MAC address, or other unique identifier of the electronic device  306  or A/V display interface  309 . The device type may include a type of device (e.g., television, Blu-Ray player, mobile device, etc.), brand, model number, or other information about the electronic device  306  or A/V display interface  309 . The identifying information may be stored in an active device table. The active device table may be maintained by a supplemental information server  422 . It is understood by those in the art that an IP address is a numerical label assigned to any device participating in a computer network that uses the Internet Protocol for communication. It is also understood by those in the art that a MAC address is a unique hexadecimal identifier assigned to a network interface of a device. The MAC address of the electronic device  306  or the A/V display interface  309 , for example, may be associated with a customer profile that contains information regarding where to transmit the supplemental information. 
     The customer profile database  404  can contain information related to customers of the article dispensing machines  230 , including name, mailing and billing addresses, email addresses, phone and mobile numbers, username, password, payment methods, rental history, purchase history, preferred article dispensing machines, movie and video game genre preferences, customizations, subscriptions, parental controls, linked content provider accounts, content provider subscriptions and entitlements, and other data. A rental transaction can be personalized using information from the customer profile database  404  at the article dispensing machines  230  and a website interface  418 . For example, only certain genres and titles of DVDs, Blu-Ray discs, or video games could be shown if a customer sets particular preferences that are then stored in the customer profile database  404 . Some of the information stored in the customer profile database  404  may also be stored in the article dispensing machine database  282 . The customer profile database  404  may include a service which facilitates interfacing and communicating with a notification engine  406  and other components of the system backend  307 , for example. 
     The website interface  418  can be interactive and accessible to a customer using web browser software at an electronic device  306 . The website interface  418  may also include a mobile application or consumer electronics device application. Rentable media articles may be searched, browsed, and reserved on the website interface  418  for receipt at the article dispensing machines  230 . The location of and the inventory at article dispensing machines  230  can be viewed at the website interface  418 . Digital media selections from content providers, such as streaming, downloadable, and on-demand media, may also be searched, browsed, and accessed on the website interface  418 . A customer can access their customer profile on the website interface  418  for purposes of verifying and updating their personal information in the customer profile database  404 . For example, a customer can link an account they have with a content provider on the website interface  418  by specifying their username, password, account number, and/or other identifying information for the content provider account. The system backend  307  can utilize SAML (Security Assertion Markup Language), OAuth (Open Authentication), or other protocols to authenticate the identity of the customer at the content provider via a connection from the website interface  418  to the content provider identification and authentication controller  506  in the content provider backend  308 , as shown in  FIG. 5 . If the identifying information matches the content provider account, the linkage to the content provider account can be stored in the customer profile database  404 . 
     An inventory database  412  may contain a catalog of physical media articles that may be rented at the article dispensing machines  230  and reserved at the website interface  418  for later receipt at the article dispensing machines  230 . A catalog of digital media selections available at the content provider can be contained in the metadata database  410 . Metadata for the media articles and media selections are stored in the metadata database  410 , including title, release date, running time, chapter information, technical details (resolution, audio options, languages, etc.), format, peripheral device requirements, number of players, online capability, actors, voice actors, director, studio, publisher, developer, platform, availability of downloadable content, episode information, genre, critic ratings, individualized ratings (reviews, recommendations, likes, etc.), parental ratings (MPAA, ESRB, TV Parental Guidelines, etc.), description, related content, media artwork, media stills, language, and other information. 
     Physical media articles that may be rented at the article dispensing machines  230  and digital media selections available at the content provider may be synchronized and mapped to one another by matching their respective metadata. As seen in  FIG. 5 , a synchronization and mapping engine  414  connected to the customer profile database  404 , the metadata database  410 , and the content provider asset management system  504  in the content provider backend  308  may compare the metadata for the media articles and media selections to determine matches. Metadata in the content provider asset management system  504  for media selections can be compared to metadata in the metadata database  410  to perform the matching. For example, a combination of a title, release date, running time, and/or actor information can be used to map a media article to a corresponding media selection. In one embodiment, proprietary identification codes unique to a media article and a media selection can be used to map the media article to the corresponding media selection. The proprietary identification codes for the media article and the media selection can be stored in the metadata database  410  and the content provider asset management system  504 , respectively. Such proprietary identification codes can be assigned to media articles and media selections by third party providers such as Rovi, Baseline, and AMG. 
     A media selection at a content provider can be placed in the saved programs queue  604  on the A/V display interface  309 , as shown in  FIG. 6 , by providing the appropriate instructions to the content provider asset management system  504  in the content provider backend  308 . Queuing a media selection may occur, for example, when a customer decides to purchase the digital media selection from the content provider in place of a physical media article at an article dispensing machine  230 . 
     An inventory database  412  can be connected to the article dispensing machine  230  and the metadata database  410  to provide information regarding the availability of media articles in the article dispensing machines  230 . In conjunction with a search engine  416 , the inventory database  412  and the metadata database  410  can provide inventory results for media articles and media selections to an A/V display interface application  602  on an A/V display interface  309 , as shown in  FIG. 6 . Such results may include the availability of physical media articles at the article dispensing machines  230  as well as digital media selections available at a content provider. The results may also be provided to the website interface  418  or other websites operated by a content provider, for example. The synchronization and mapping engine  414  can store the information from the content provider asset management system  504  regarding media selections at the content provider in the metadata database  410 . The inventory database  412  can also supply the availability of media articles in the article dispensing machines  230  to the website interface  418  or to other portals, such as an application on a mobile device, when queried. 
     A metadata database watcher  408  can monitor the metadata database  410  for changes in metadata related to media articles and media selections. The metadata database watcher  408  can use customer watchlist subscriptions from a customer profile in the customer profile database  404  to determine what changes to monitor. The changes to the metadata can include inventory availability, content provider availability, release schedules, and other information related to a particular title. The customer watchlist subscriptions can be used by the metadata database watcher  408  to monitor these changes in combination with information regarding particular actors, directors, and/or other metadata. When a change corresponding to a customer watchlist subscription is found by the metadata database watcher  408 , a notification engine  406  can transmit notifications and details of the change to the customer. The notifications may be sent via email, SMS, mobile application alerts, A/V display interface alerts, or other electronic channels. 
     A customer may also subscribe to be notified about new information and new media content related to their favorite actors, directors, titles, studios, and/or other parameters using customer notification subscriptions. Such information may include information related to live performances, television appearances, newspaper and magazine articles, blogs, and other content. A web crawler and data feed  420  can obtain this information by searching pertinent websites and through use of a public API connection to update the metadata database  410 . The customer can subscribe to this information about their favorites at the website interface  418 , for example. The metadata database watcher  408  monitoring the metadata database  410  can detect when there is a new piece of information about a favorite and transmit the desired notifications using the notification engine  406 . 
     A supplemental information server  422  can be connected to the electronic device  306 , the content provider backend  308 , and the A/V display interface  309  to control and provide supplemental information to the electronic device  306  in synchronization with a piece of media content being played. The supplemental information may also be related to a current state of the piece of media content. In conjunction with the identification and authentication controller  402 , the supplemental information server  422  may track whether the electronic device  306  and/or the A/V display interface  309  are actively logged in. The supplemental information server  422  may also receive notifications related to whether viewing of a piece of media content has started, stopped, paused, or resumed. Requests may also be received by the supplemental information server  422  from the electronic device  306  to start, stop, pause, or resume the piece of media content at the A/V display interface  309 . Signals to start, stop, pause, or resume the piece of media content may also be transmitted indirectly to the A/V display interface  309  through the content provider backend  308 . Applications may be installed and executed on the electronic device  306  and/or the A/V display interface  309  to facilitate providing the supplemental information. In one embodiment, an application may be present on a Blu-Ray disc and may be installed for execution on a Blu-Ray player when the Blu-Ray disc is played on the Blu-Ray player. 
     An embodiment of a process  700  for providing supplemental information related to a piece of media content that is initiated by receiving a viewing initiation notification is shown in  FIG. 7 . The process  700  can result in the supplemental information server  422  transmitting supplemental information to an electronic device  306 , where the supplemental information is synchronized with the piece of media content and is related to a current state of the piece of media content. The transmission of the supplemental information can be stopped, paused, and/or resumed using the process  700 . Media content may include physical media articles, digital media selections, or live content (e.g., sports events, newscasts, television shows, etc.). The physical media articles may include media articles that are distributable from an article dispensing machine  230 . The supplemental information transmitted to the electronic device  306  can include, for example, related metadata (e.g., trivia, filming details, interesting facts, relationships to other media content, etc.), magazine and news articles, blog postings, internet links, related or similar media content, transaction offers, sponsored information, advertisements, interactive or actionable advertisements, contextual information (e.g., sports statistics, localized weather, etc.), store availability, user-generated notations, etc. that are related to the piece of media content that is being played, as well as related to the current state of the piece of media content. In one embodiment, supplemental information created by one user, such as a user-generated notation related to a current state of the piece of media content, may be viewed by other users. The current state of the piece of media content may include an elapsed time, a chapter identification, a subtitle setting, a language setting, or other information that indicates the timeline and manner in which the piece of media content is being played. 
     Once the current state of the piece of media content being played is determined, the supplemental information server  422  can determine supplemental information that is relevant to a person, location, building, etc. currently being shown; music currently being played; specific dialogue being spoken; and other information in the piece of media content. As an example, if the piece of media content being played is a movie, the supplemental information may include a Wikipedia article about an actor that is currently showing at a particular point in the movie. As another example, the supplemental information may include a transaction offer to purchase a digital copy of a song that is currently playing at another point in the movie. As a further example, if the piece of media content being played is a live sports event, the supplemental information may include statistics of the players being shown. The supplemental information server  422  may retrieve the supplemental information from a memory or database that may be part of the central database  304 , from the Internet, and/or from another memory or database at a remote location. The supplemental information may be derived from one or more sources. 
     At step  702 , identifying information may be received at the identification and authentication controller  402 . The identifying information can authenticate a user so that supplemental information is transmitted in synchronization with a piece of media content being played. Identifying information may be received from an electronic device  306  and/or an A/V display interface  309 , and may include a unique customer identifier, a device identifier, and/or a device type, as discussed above. The identifying information from the electronic device  306  and the identifying information from the A/V display interface  309  may be received separately or at the same time. In some embodiments, only identifying information from the electronic device  306  may be needed to initiate transmission of the supplemental information. An embodiment of step  702  in the process  700  is discussed in more detail below in reference to the process  1100  shown in  FIG. 11 . 
     The identifying information may be stored by the supplemental information server  422  in an active device table at step  704 . The active device table can track whether a user is logged in from the electronic device  306  and/or the A/V display interface  309 . The active device table may be stored in the supplemental information server  422 . Information in the active device table may be used at step  708 , for example, to determine if the unique customer identifiers received from the electronic device  306  and the A/V display interface  309  correspond to one another. Information in the active device table may also be used to determine where to transmit the supplemental information, such as by using the IP address of the electronic device  306 . 
     A viewing initiation notification may be received by the supplemental information server  422  at step  706  from the electronic device  306  or the A/V display interface  309 . The viewing initiation notification can indicate that a piece of media content has started playing on the A/V display interface  309 . An embodiment of step  706  in the process  700  is shown in  FIG. 8 . At step  802 , the viewing initiation notification may be received at the supplemental information server  422 . In one embodiment, the viewing initiation notification can be generated and transmitted automatically by the A/V display interface  309  when playing of the piece of media content has started. For example, a user can begin playback of a Blu-Ray disc on a Blu-Ray player by pressing the play button on the Blu-Ray player. As another example, the electronic device  306  may transmit an infrared or radio frequency signal to the Blu-Ray player to begin playback of a Blu-Ray disc. The Blu-Ray player may then generate and transmit a viewing initiation notification to the supplemental information server  422 . In another embodiment, the viewing initiation notification can be transmitted manually from the electronic device  306  to indicate that the user has manually started play of the piece of media content. For example, a user may begin play of a digital video selection from a content provider and may simultaneously press a button on an application executing on the electronic device  306  to indicate that the digital video selection has begun playing. 
     At step  804 , it may be determined by the supplemental information server  422  whether the piece of media content being played is live content. Live content may include media content that is currently being broadcast or aired, such as sports events, newscasts, television shows, etc. In this case, the viewing initiation notification may include a live content notification to inform the supplemental information server  422  that the piece of media content that is playing on the A/V display interface  309  is live content. If the piece of media content being played is determined to be live content at step  804 , then the identity of the live content can be determined at step  810 . The live content may be identified by the user by specifying the date, time, and/or channel of the live content, e.g., Jul. 1, 2011, 8 pm Central Daylight Time, NBC. The user may also identify the live content by specifying the name and/or episode of the live content, e.g., World Series Game  5 , The Office: “Stress Relief”. A user may further identify live content by specifying a network (e.g., CBS, Discovery Channel, etc.), studio (e.g., Sony Pictures Television, NBC Universal, etc.), the length of the programming (e.g., thirty minutes, two hours, etc.), and/or the status of the live content (e.g., new, repeat, special, etc.). The live content may also be identified automatically based on the audio or video of the live content, such as by using IntoNow, Shazam, or similar services. Automatic identification of the live content may also be performed based on the channel number the A/V display interface  309  is tuned to and/or the time and referencing an electronic program guide (EPG) database to identify the live content. 
     If the piece of media content is not determined to be live content at step  804 , then the process  706  continues to step  806 . At step  806 , it can be determined whether additional information is available that is related to the piece of media content being played, such as metadata of the piece of media content or a transaction history of the user. The additional information may be transmitted with the viewing initiation notification at step  706 . For example, metadata may be transmitted from the electronic device  306  and/or the A/V display interface  309  which is related to the piece of media content being viewed. The transaction history may include the metadata related to media content that the user has rented, purchased, downloaded, or streamed. The additional information may be used to determine the identity of the piece of media content. If additional information is available at step  806 , then at step  812 , the additional information is retrieved. For example, the transaction history of the user may be retrieved from the customer profile database  404 , which may include the user&#39;s currently rented media articles (e.g., DVDs and/or Blu-Ray discs). The media articles may include media articles that are distributable from an article dispensing machine  230 . Following step  812 , or if no additional information is available at step  806 , the process  706  continues to step  808 . 
     At step  808 , the identity of the piece of media content being played may be determined. If additional information was retrieved at step  812 , the identity of the piece of media content may be determined at step  808  based on the additional information. For example, metadata such as a title or proprietary identification code of the DVD being played could be used to identify the piece of media content. As another example, the user could select from their currently rented media articles (based on their previously-retrieved transaction history) to confirm that the piece of media content being played is one of those media articles. As a further example, the piece of media content may be identified based on the audio or video of the piece of media content, such as by using IntoNow, Shazam, or similar services. The identity of the piece of media content may be used to determine the supplemental information to be transmitted later in the process  700 . If additional information was not retrieved at step  812 , the identity of the piece of media content being played may be determined at step  808  by manual input of the identity of the piece of media content by a user. 
     Returning to  FIG. 7 , the process  700  continues to step  708  where it can be determined by the supplemental information server  422  whether the unique customer identifiers in the active device table correspond to one another. As described above, one or more unique customer identifiers may be received as part of identifying information received at step  702 . If both the electronic device  306  and the A/V display interface  309  have identifying information in the active device table, then the unique customer identifiers for the respective devices can be compared at step  708 . The unique customer identifiers may correspond to one another if they match or are associated with each other. For example, if a first unique customer identifier received from an electronic device  306  and a second unique customer identifier received from an A/V display interface  309  are present in the same customer profile for a particular user, then the unique customer identifiers can be deemed to correspond to each other at step  708 . If the active device table has only identifying information for the electronic device  306 , e.g., in the case of a manual start of play of the piece of media content, the process  700  may continue to step  710 . If the unique customer identifiers do not correspond at step  708 , then the process  700  returns to step  702  where new or different identifying information may be received. 
     Following step  708 , the process  700  continues to step  710  where the supplemental information related to the piece of media content being played can be transmitted from the supplemental information server  422  to the electronic device  306 . The supplemental information may be synchronized with the piece of media content being played and may also be related to the current state of the piece of media content. The electronic device  306  may receive the supplemental information continuously, periodically, or intermittently while the piece of media content is being played. An embodiment of step  710  in the process  700  is discussed in more detail below in reference to the process  1200  shown in  FIG. 12 . 
     The supplemental information server  422  can determine at step  712  if a viewing ending notification has been received. A viewing ending notification may be received if the piece of media content being played at the A/V display interface  309  has been stopped or paused. The A/V display interface  309  may generate and transmit the viewing ending notification automatically if the piece of media content being played has been stopped or paused at the A/V display interface  309 . The user may also transmit the viewing ending notification from the electronic device  306  if the piece of media content being played has been manually stopped or paused. If a viewing ending notification is not received at step  712 , then the process  700  returns to step  710  and the supplemental information server  422  may continue transmitting the supplemental information to the electronic device  306 . 
     However, if a viewing ending notification is received at step  712 , then the transmission of the supplemental information may be stopped at step  714 . Continuing to step  716 , it can be determined if a viewing resumption notification has been received at the supplemental information server  422 . A viewing resumption notification may be received if the piece of media content being played at the A/V display interface  309  has resumed. The A/V display interface  309  may generate and transmit the viewing resumption notification automatically if the piece of media content has been restarted or unpaused at the A/V display interface  309 . The user may also transmit the viewing resumption notification from the electronic device  306  if the piece of media content has been manually restarted or unpaused. If a viewing resumption notification is received at step  716 , then the process  700  returns to step  710  to restart transmission of the supplemental information from the supplemental information server  422  to the electronic device  306 . 
     If a viewing resumption notification is not received at step  716 , then the process  700  continues to step  718 , where it is determined if a viewing initiation notification has been received at the supplemental information server  422 . A viewing initiation notification may be received at this point in the process  700  if a new piece of media content is now being played. If a viewing initiation notification is received at step  718 , then the process  700  returns to step  708  to determine whether the unique customer identifiers correspond to one another, as described above. However, if a viewing initiation notification is not received at step  718 , then the process  700  returns to step  714  and continues not transmitting the supplemental information to the electronic device  306 . 
     An embodiment of a process  900  for providing supplemental information related to a piece of media content that is initiated by receiving a viewing initiation request is shown in  FIG. 9 . The process  900  can result in the supplemental information server  422  transmitting supplemental information to an electronic device  306 , where the supplemental information is synchronized with the piece of media content and is related to a current state of the piece of media content. The transmission of the supplemental information can be stopped, paused, and/or resumed using the process  900 . Media content may include physical media articles, digital media selections, or live content. The supplemental information transmitted to the electronic device  306  can include, for example, metadata, magazine and news articles, blog postings, internet links, transaction offers, store availability, advertisements, etc. that are related to the piece of media content that is being played, as well as related to the current state of the piece of media content. The current state of the piece of media content may include an elapsed time, a chapter identification, a subtitle setting, a language setting, or other information that indicates the timeline and manner in which the piece of media content is being played. 
     Once the current state of the piece of media content being played is determined, the supplemental information server  422  can determine supplemental information that is relevant to a person, location, building, etc. currently being shown; music currently being played; specific dialogue being spoken; and other information in the piece of media content. The supplemental information server  422  may retrieve the supplemental information from a memory or database that may be part of the central database  304 , from the Internet, or from another memory or database at a remote location. 
     At step  902 , identifying information may be received at the identification and authentication controller  402 . The identifying information can authenticate a user so that supplemental information is transmitted in synchronization with a piece of media content being played. Identifying information may be received from an electronic device  306  and an A/V display interface  309 , and may include a unique customer identifier, a device identifier, and/or a device type, as discussed above. The identifying information from the electronic device  306  and the identifying information from the A/V display interface  309  may be received separately or at the same time. An embodiment of step  902  in the process  900  is discussed in more detail below in reference to the process  1100  shown in  FIG. 11 . 
     The identifying information may be stored by the supplemental information server  422  in an active device table at step  904 . The active device table can track whether a user is logged in from the electronic device  306  and the A/V display interface  309 . The active device table may be stored in the supplemental information server  422 . Information in the active device table may be used at step  908 , for example, to determine if the unique customer identifiers received from the electronic device  306  and the A/V display interface  309  correspond to one another. Information in the active device table may also be used to determine where to transmit the supplemental information, such as by using the IP address of the electronic device  306 . 
     A viewing initiation request may be received by the supplemental information server  422  at step  906  from the electronic device  306 . The viewing initiation request can be a request to begin playing a piece of media content on the A/V display interface  309 . An embodiment of step  906  in the process  900  is shown in  FIG. 10 . At step  1002 , the viewing initiation request may be received at the supplemental information server  422  from the electronic device  306 . In one embodiment, the viewing initiation request can be transmitted manually from the electronic device  306  to indicate that the user wishes to begin playing a piece of media content on the A/V display interface  309 . For example, a user may wish to start playback of a Blu-Ray disc in a Blu-Ray player by pressing a play button on an application executing on the electronic device  306 , rather than pressing the play button directly on the Blu-Ray player itself. 
     At step  1004 , it may be determined by the supplemental information server  422  whether the piece of media content being played is live content, including media content that is currently being broadcast or aired. In this case, the viewing initiation request may include a live content notification to inform the supplemental information server  422  that the piece of media content that is being played at the A/V display interface  309  is live content. If the piece of media content being played is determined to be live content at step  1004 , then the identity of the live content can be determined at step  1010 . The live content may be identified by the user by specifying the date, time, and channel of the live content broadcast. The user may also identify the live content by specifying the name and/or episode of the live content. The live content may also be identified automatically based on the audio or video of the live content, such as by using IntoNow or similar services. 
     If the piece of media content is not determined to be live content at step  1004 , then the process  906  continues to step  1006 . At step  1006 , it can be determined whether additional information is available that is related to the piece of media content being played, such as metadata of the piece of media content or a transaction history of the user. The additional information may be transmitted with the viewing initiation request at step  906 . For example, metadata may be transmitted from the electronic device  306  and/or the A/V display interface  309  which is related to the piece of media content being viewed. The transaction history may include the metadata related to media content that the user has rented, purchased, downloaded, or streamed. The additional information may be used to determine the identity of the piece of media content. If additional information is available at step  1006 , then at step  1012 , the additional information is retrieved. For example, the transaction history of the user may be retrieved from the customer profile database  404 , which may include the user&#39;s currently rented media articles. Following step  1012 , or if no additional information is available at step  1006 , the process  906  continues to step  1008 . 
     At step  1008 , the identity of the piece of media content being played may be determined. If additional information was retrieved at step  1012 , the identity of the piece of media content may be determined at step  1008  based on the additional information. For example, metadata such as a title or proprietary identification code of the DVD being played could be used to identify the piece of media content. As another example, the user could select from their currently rented media articles (based on their previously-retrieved transaction history) to confirm that the piece of media content being played back is one of those media articles. The identity of the piece of media content may be used to determine the supplemental information to be transmitted later in the process  900 . If additional information was not retrieved at step  1012 , the identity of the piece of media content being played may be determined at step  1008  by manual input of the identity of the piece of media content by a user. 
     Returning to  FIG. 9 , the process  900  continues to step  908  where it can be determined by the supplemental information server  422  whether the unique customer identifiers in the active device table correspond to one another. As described above, unique customer identifiers may be received as part of identifying information received at step  902 . The unique customer identifiers associated with the electronic device  306  and the A/V display interface  309  may be compared at step  908 . The unique customer identifiers may correspond to one another if they match or are associated with each other. For example, if a first unique customer identifier received from an electronic device  306  and a second unique customer identifier received from an A/V display interface  309  are present in the same customer profile for a particular user, then the unique customer identifiers can be deemed to correspond to each other at step  908 . If the unique customer identifiers do not correspond at step  908 , then the process  900  returns to step  902  where new or different identifying information may be received. 
     Following step  908 , the process  900  continues to step  910  to transmit a play request from the supplemental information server  422  to the A/V display interface  309 . The A/V display interface  309  can begin playing the piece of media content in response to receiving the play request. The play request may also be indirectly transmitted to the A/V display interface  309  through the content provider backend  308 . At step  912 , the supplemental information related to the piece of media content being played can be transmitted to the electronic device  306 . The supplemental information may be synchronized with the piece of media content being played and may also be related to the current state of the piece of media content. The electronic device  306  may receive the supplemental information continuously, periodically, or intermittently while the piece of media content is being played. An embodiment of step  912  in the process  900  is discussed in more detail below in reference to the process  1200  shown in  FIG. 12 . 
     The supplemental information server  422  can determine at step  914  if a viewing ending request has been received from the electronic device  306 . A viewing ending request can be a request to stop or pause the play of a piece of media content on the A/V display interface  309 . In particular, the user may transmit the viewing ending request from the electronic device  306  to indicate that the user wishes to stop or pause the play of the piece of media content. If a viewing ending request is not received at step  914 , then the process  900  returns to step  912  and the supplemental information server  422  may continue transmitting the supplemental information to the electronic device  306 . 
     However, if a viewing ending request is received at step  914 , then a stoppage request may be transmitted at step  916  from the supplemental information server  422  to the A/V display interface  309 . The A/V display interface  309  can stop or pause the play of the piece of media content in response to receiving the stoppage request. The stoppage request may also be indirectly transmitted to the A/V display interface  309  through the content provider backend  308 . At step  918 , the transmission of the supplemental information can be stopped from the supplemental information server  422 . Continuing to step  920 , it can be determined if a viewing resumption request has been received at the supplemental information server  422 . A viewing resumption request may be received from the electronic device  306  to request resumption of the play of the piece of media content on the A/V display interface  309 . The user may transmit the viewing resumption request from the electronic device  306  to indicate that the user wishes to restart or unpause the play of the piece of media content. If a viewing resumption request is received at step  920 , then the process  900  returns to step  910  to transmit a play request to the A/V display interface  309 . The play request may also be indirectly transmitted to the A/V display interface  309  through the content provider backend  308 . 
     If a viewing resumption request is not received at step  920 , then the process  900  continues to step  922 , where it is determined if a viewing initiation request has been received at the supplemental information server  422 . A viewing initiation request may be received at this point in the process  900  if the user wishes to begin playing a new piece of media content. If a viewing initiation request is received at step  922 , then the process  900  returns to step  908  to determine whether the unique customer identifiers correspond to one another, as described above. However, if a viewing initiation request is not received at step  922 , then the process  900  returns to step  918  and continues not transmitting the supplemental information to the electronic device  306 . 
     An embodiment of a process  1100  for receiving identifying information from an electronic device  306  or A/V display interface  309  is shown in  FIG. 11 . The process  1100  may be implemented as part of step  702  of  FIG. 7  or step  902  of  FIG. 9 . At step  1102 , the supplemental information server  422  may determine whether identifying information or a keep-alive signal has been received from an electronic device  306  and/or an A/V display interface  309 . As described above, identifying information may be received that includes a unique customer identifier, a device identifier, and/or a device type for the purposes of initiating display of supplemental information on an electronic device  306 . A keep-alive signal may be periodically received at the supplemental information server  422  that indicates that the electronic device  306  or the A/V display interface  309  is still active and wants to continue to be logged into the supplemental information server  422 . The keep-alive signal may include all or some of the identifying information in order to identify the electronic device  306  or the A/V display interface  309 . 
     If identifying information or a keep-alive signal is received at step  1102 , then the supplemental information server  422  may determine at step  1104  whether identifying information for the electronic device  306  or A/V display interface  309  is already present in the active device table. Identifying information for the electronic device  306  or A/V display interface  309  may already be present in the active device table if the electronic device  306  or A/V display interface  309  previously transmitted identifying information to the supplemental information server  422  and the identifying information has not been removed from the active device table. If identifying information for the electronic device  306  or A/V display interface  309  is already in the active device table at step  1104 , then the pertinent identifying information is maintained in the active device table. In addition, at step  1108 , a timer corresponding to the electronic device  306  or the A/V display interface  309  can be reset. The timer may be used at step  1110  to determine whether a predetermined timeout duration has elapsed, which can result in the removal of the identifying information from the active device table for the electronic device  306  or the A/V display interface  309 . If identifying information for the electronic device  306  or A/V display interface  309  is not in the active device table at step  1104 , then the identifying information can be stored in the active device table at step  1106 . Following step  1106 , the time corresponding to the electronic device  306  or the A/V display interface  309  can be reset at step  1108 . 
     Returning to step  1102 , if identifying information or a keep-alive signal is not received, then the process  1100  continues to step  1110  to determine whether a predetermined timeout duration has elapsed for the timer corresponding to the electronic device  306  and/or the A/V display interface  309 . The predetermined timeout duration for the electronic device  306  and the A/V display interface  309  may be the same or different. The predetermined timeout duration may be used to determine whether too much time has elapsed since the supplemental information server  422  has received identifying information or a keep-alive signal from the electronic device  306  or the A/V display interface  309 . If the predetermined timeout duration has elapsed at step  1110 , then the identifying information for the electronic device  306  or the A/V display interface  309  may be removed from the active device table at step  1112 . If the timeout duration has not elapsed at step  1110 , then the process  1100  returns to step  1102  to determine if identifying information or a keep-alive signal has been received. 
     An embodiment of a process  1200  for transmitting supplemental information to an electronic device  306  is shown in  FIG. 12 . The process  1200  may be implemented as part of step  710  of  FIG. 7  or step  912  of  FIG. 9 . At step  1202 , the supplemental information server  422  can determine whether it is in communication with the A/V display interface  309 . An A/V display interface  309  may be able to communicate with the supplemental information server  422  if the A/V display interface  309  has network capability and the ability to receive and transmit data. For example, an A/V display interface  309  that can be in communication with the supplemental information server  422  may include a set-top box, a module of an internet-ready television, or a Blu-Ray player with internet connectability. If the A/V display interface  309  is determined to be in communication with the supplemental information server  422 , then a current state of the piece of media content being played can be received at step  1204 . The current state of the piece of media content may include an elapsed time, a chapter identification, a subtitle setting, a language setting, or other information that indicates the timeline and manner in which the piece of media content is being played. Supplemental information transmitted later in the process  1200  may be based on the current state of the piece of media content. 
     If the A/V display interface  309  is not in communication with the supplemental information server  422 , then a current or elapsed time of the piece of media content being played may be determined at step  1212 . The current or elapsed time may be used as the current state of the piece of media content being played for purposes of determining the supplemental information later in the process  1200 . The current or elapsed time can be specified by the user at the electronic device  306 . The elapsed time can be calculated by comparing the current time and the time when the piece of media content began playing. The current or elapsed time may be used by the supplemental information server  422  when the piece of media content is live content. 
     After the current state has been received or determined at step  1204  or step  1212 , respectively, supplemental information preferences, if any, may be determined at step  1206 . Supplemental information preferences may have been previously set by the user and stored in the customer profile, or may be set by the user at step  1206 . The retrieval and transmission of the supplemental information to the electronic device  306  at steps  1208  and  1210  may be affected by the supplemental information preferences. The supplemental information preferences may include preferences by category, author, actor, director, genre, website, date, length, retailer (for items that can be purchased), social updates (filtered by a “friends” list), channel, studio, favorite team, location, rating, popularity, sales, or other preferences. For example, if a user indicates a preference to receive only blog postings related to the piece of media content being played, then the supplemental information retrieved and transmitted will only include blog postings. As another example, if the supplemental information preferences include a preference for sports-related information, then the supplemental information retrieved and transmitted will only include information related to sports, and would not include information related to business, for example. 
     Following step  1206 , the process  1200  continues to step  1208  to retrieve the supplemental information. The supplemental information server  422  may retrieve the supplemental information from a memory or database that may be part of the central database  304 , from the Internet, or from another memory or database at a remote location. The retrieved supplemental information may be transmitted to the electronic device  306  at step  1210 . The supplemental information server  422  may transmit the supplemental information to the electronic device  306  based on the device identifier, e.g., an IP address, which is stored in the active device table. The supplemental information transmitted to the electronic device  306  can include, for example, metadata, magazine and news articles, blog postings, internet links, transaction offers, advertisements, etc. that are related to the piece of media content that is being played, as well as related to the current state of the piece of media content. The supplemental information may be displayed on the electronic device  306  as an email, an SMS message, as an alert, in an application executing on the electronic device  306 , or other forms of communication. A uniform resource locator (URL) link may be included in the supplemental information. 
     Any process descriptions or blocks in figures should be understood as representing modules, segments, or portions of code which include one or more executable instructions for implementing specific logical functions or steps in the process, and alternate implementations are included within the scope of the embodiments of the present invention in which functions may be executed out of order from that shown or discussed, including substantially concurrently or in reverse order, depending on the functionality involved, as would be understood by those having ordinary skill in the art. 
     It should be emphasized that the above-described embodiments of the present invention, particularly, any “preferred” embodiments, are possible examples of implementations, merely set forth for a clear understanding of the principles of the invention. Many variations and modifications may be made to the above-described embodiment(s) of the invention without substantially departing from the spirit and principles of the invention. All such modifications are intended to be included herein within the scope of this disclosure and the present invention and protected by the following claims.