From a recent Walt Disney Patent Application:
 It can be seen that the downloading of small sections or parts of content can be spread out over a long period of time, e.g., 5 days. Each time a different part of the content, such as a movie, is downloaded, until the entire movie is accumulated.
Thus, as a promotional program with a venue, such as McDonald's restaurant, a video, video game, new character for a game, etc., can be sent to the portable media player through a wireless internet connection, such as Wi Fi, as an alternative to giving out toys with Happy Meals or some other promotion. The foregoing may be accomplished each time the player is within range of a Wi Fi or other wireless access point. The reward for eating at a restaurant, for example, could be the automatic downloading of a segment of a movie or the like, or a short animated clip or cartoon.