Last August, Lowe London started a trend with their "Live Film" initiative for Stella Artois. It was followed by a similar concept for Virgin, then Absolut jumped onboard, and Love Films.

M&M Dark Chocolate is latest brand to use the "find the X" in the picture. They have set up an online game where you are looking for "dark movie" titles depicted in the painting. Check it out by clicking the image below to go to the site, where you can enter your guesses. Or if you just want to see the image, click here (opens in new window).