This was a Bad Idea.
Someone who isn't me was paid a large sum of money to make this site. They'll even get a little fame by winning an FWA. But, the site does several things very wrong that we as designer really need to stop.
1. A Splash Screen
Just stop it, ok? There's no clear idea of what to do - and that by clicking on the image you'll get immediately popped to a full-screen takeover.
2. Full-screen takeovers
Why does the site force itself to full screen? It doesn't take any advantage of the opportunity to show a large video, or create an immersive experience... it's just an animation loop of smoke billowing. Nothing within the site itself has any reason to be shown full screen. There's really no content to speak of, and the interface stays pretty tightly bound within the standards of video-game-website-interface - brushed metal, blocky type... flipping screens, rust, smoke, fire. Whatever.
3. A 'Show Content' Button
If you have to have a big button that says show the content, YOU HAVE FAILED. Sure, you can click the chainsaw/gun/thing in the top-left corner, but there's no hint it's interactive in any way shape or form. It's not like there's an overwhelming amount of content that we would need to hide - some unlabled videos and some still images.
It's a bigger sign
I would guess that this is a sign that we still don't know what the next 'big' thing is on the internet, so we're playing with cheap tricks to convince users that we're giving them some groundbreaking, new, experience. It's a shot at the FWA as well - they are not promoting good design... just whoever is making a Flash-y cookie-cutter site.