This is a hard one because a proper 'ken burns' effect, in my opinion, isn't some random pan and zoom over an image. What made the Ken Burns effect such a winner in the American Civil War series was what he was panning into and how it related to the spoken text. The Mac iMovie 'ken burns effect' loses much, if not all, of the effect which was meant. So if you're highlighting a posh restaurant it would be best to pan/zoom into something that meant luxury/comfort/style etc to the viewer.
One way which might also help is to make a movie on Movie Maker (yeah I know its not great) and use rehan's pan/zoom effect - a free download - or the Pixelan software one and have a movie which you can then export to swf and include as a pop-up.
Hope this helps!
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