The Times has some nice media excerpts on their site and it appears to me that the celluloid angle is not such a big deal; its the technique they use, from shooting angles and camera movement, to editing and music. The end result is kind of independent-film looking, and could be accomplished with video technology just as easily. But the cachet of ‘filmmaking’ is undoubtedly what sells.
Here’s a full length sample of their product I found on youtube. This is part 1 of 3.