I met some google results by accident. It seems to me that they combine those Froogle reviews, Google Local, Google Maps and some third-party movie databases like IMDB and Movietickets.com.

Google Search: movie: aviator
http://www.google.com/search?hl=en&lr=&safe=off&c2coff=1&q=movie%3A+aviator&btnG=Search

And look at the ordinary web results. It's integrated into the web results, like Google News...

Google Search: movies: aviator
http://www.google.com/search?hl=en&lr=&safe=off&c2coff=1&q=movies%3A+aviator&btnG=Search

And this one also shows Google Movies.
Google Search: theaters: aviator
http://www.google.com/search?hl=en&lr=&safe=off&c2coff=1&q=theaters%3A+aviator&btnG=Search

Yup, seems like a brand new shortcut. Gary Price just posted on it at the SEW Blog under the name of Google Goes to the Movies (http://blog.searchenginewatch.com/blog/050223-155429). Cute title Gary ;).