Attack The Block was written and directed by Joe Cornish, collaborator on the Ant Man and Tintin movie scripts with Edgar Wright. Edgar also produced the film. And it's having its network premiere on Channel 4 in the UK right now.
Which is why the interactive motion comic Brandon Generator, created by Tommy Lee Edwards, Edgar Wright and Julian Barratt to advertise Internet Explorer 9 has completely taken over the ad breaks during the film. They're highlighting the interactive elements of the motion comic, the contributions people made, and how they have been integrated into the comic, by playing it out through the entire break.
An excellent, if expensive, piece of targeted media buying, recruiting live TV watchers of a certain ilk to the dark digital side.
We're two ads breaks in and you know what? I'm waiting for the third…