Keep me entertained

Just had a nice little web experience. I was connecting my Netflix account with my Jinni account and while that little process was happening, Jinni played me a movie clip. It wasn't advertising just a little fun entertainment while I waited. It even said something like, "Enjoy this movie clip while you wait."

Really nice idea, much better then an hour glass or even a cool visualization. I could see using this time to educate about new features, reveal interesting information about the company, express the the company values by providing some air time for your favorite good cause.