Images: Getting personal with Windows 7

Among the companies that see potential in advertising on the Windows desktop is filmmaker Twentieth Century Fox, which is currently offering Windows 7 users a custom theme for the movie "Avatar."

"People connect emotionally with films and the stories they tell," studio vice president Bettina Sherick said in a statement. "These are the same people who personalize their digital experience. We are thrilled to be able to bring our film properties to consumers and let them engage more deeply with the stories that move them."

Photo by Screenshot by Ina Fried/CNET

Caption by Ina Fried