JAL Mileage Bank - IFE advertising

On my recent flight, I noticed JAL now plays a short CM at the beginning of some of the on-demand movie contents before they show the "JEN" logo (not all movies have it though). Did they just start doing this in July or it has been going on for a while?

By the way, I have posted the videos on my blog

http://jal-pak.blogspot.com/2010/07/jal-added-commercial-to-on-demand.html

....Did they just start doing this in July or it has been going on for a while?

I might be wrong (and apparently I am a lot these days) but I think I've seen it for quite some time now. It's often seen during blockbuster feature films (that are just seen/released in theatres) with Magic-III or transpacific flights, and it's only one ad and usually a Jap one? Once again I'm not sure, but that's all I've seen so far. Sometimes they do have their own product ads such as the new milieage phone(?).

I guess I must have been lucky (or I just picked the crappy movies to watch) and not see those on all of those flights in June :p