Facebook said today it will roll out forced video commercials. Playing for as long as 15 seconds, the first spots will be for a new movie – Divergent. Facebook has held off with forced video ads, fearing it could cause users to turn away from the social network. The ads will also appear on Facebook feeds on mobile devices. Users will have to opt in to hear the sound, which will by default, be off.

Read more here in the Wall Street Journal