Feature to be offered on upcoming titles.

The new company Studio Store Direct is expanding the marketing capability of DVDs by offering a new feature for discs that allow viewers to watch infomercials on-demand.

SSD already has deals in place with Ventura Distribution and with National Lampoon. It is unknown what DVD titles will be the first to include the SSD feature.

The infomercials will focus on that DVD distributor’s catalog of releases and other related products such as licensed merchandise.

Each infomercial can only be accessed if viewers click on a specific icon on the DVD’s menu page. The infomercials will run just like their TV counterparts, and will include telephone numbers consumers can call to place orders.

Larry Hayes, chairman of Ventura, said in a statement that SSD has “created an opportunity that could very well revolutionize the financial profile of DVDs.”