And I thought only candy
could be magical.

Hollywood has a new ally in filling movie theaters. In a move of Wonka-esque proportions, Paramount has employed Tailgate, a technology that allows users to buy movie tickets through banner ads, without leaving the page they are on.

Paramount will use Tailgate's transactional banner ads to promote the release of The Kite Runner, reports Techcrunch.

Tailgate's secured e-commerce engine allows users to search for a film by zip code, city or state.

For publishers, the ads are served just like regular ones.

View an example of a Tailgate ad here.