From wikipedia:
In computer graphics and photography, high dynamic range imaging (HDRI) is a set of techniques that allow a far greater dynamic range of exposures (i.e. a large difference between light and dark areas) than normal digital imaging techniques. The intention of HDRI is to accurately represent the wide range of intensity levels found in real scenes ranging from direct sunlight to the deepest shadows.
It seams like you can do a lot more with this than just attempting to accurately represent reality. For example you could make it look a lot more vibrant:
I'm waiting for someone to come out with a TV commercial or music video that does this...
