I think what you see here is a small part of a massive SEO campaign. SEO (search engine optimization) comes in many forms but the goal is always the same: to get seen on page 1 on Google, Bing etc.
That movie is one of several bORG vids on IMDB. IMDB holds alot of authority in the eyes of Google. Each page of the JW movies on IMDB has links to the others, passing the "link juice" as they say, onto the next. Because at least one of the movies had a link to the video on the jw,org site, the juice gets passed on. This would be extremely high value links back to the bORG mothership.
My two pence.