A little bit of branding at play here. We're already going to show the trailers on the big screen with the branding, so I figure why not do it on the web too (assuming the filmmakers are cool with it)?
Official WHALE webpage
Maybe this gets a few more people in the seats at Indies for Indies, but it might also help the filmmakers sell a few DVDs to people outside the city, to people around the country who are intrigued by the series. Or maybe not, but it can't hurt to try, right?