Chipmaker Intel Corp. (INTC) is anticipating that passengers in autonomous vehicles will seek out more entertainment with their newfound free time. The tech company is the first to partner with a movie studio to work on autonomous driving technology to develop “in cabin, immersive experiences in autonomous vehicle settings.” (See also: Self Driving Cars Behind $7 Trillion Market by 2050.)

Intel, which is hoping to position itself as the leading provider of computing power for self-driving cars, announced its new partnership with Time Warner Inc.’s (TWX) Warner Bros. entertainment unit at the Los Angeles Auto Show on Wednesday. The semiconductor manufacturer’s CEO, Brian Krzanich, made a keynote address describing the integration of Warner’s movies, games and TV shows into the self-driving car computing platform being developed by Intel.

While being driven around in their own car, passengers could see the windows of their vehicle become a screen for augmented reality, or the car itself could become a mobile billboard. Warner's Chief Digital Officer Thomas Gewecke suggests that with AR, a vehicle’s interior could turn into the interior of the Batmobile. He calls the self-driving car revolution “one of the biggest expansions of time for entertainment.”

Driving for Dollars

The partnership also brings to light the big bucks to be made with advertising, as Intel suggested its goal is to “enable” passengers in their self-driving vehicles to “view advertising and other discovery experiences.”

The deal may mark the first of many between media giants and self-driving car developers attempting to form a more compelling platform as they compete to sign on automakers.

Intel recently funded a study indicating that the self-driving car industry, including in-car entertainment and robotaxis, could skyrocket to $7 trillion by 2050. The tech company recently acquired automotive sensor maker Mobileye earlier this year to bolster its position in the emerging market. (See also: Self-Driving Cars to Benefit These Stocks: Morgan Stanley.)

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