Using the PS3 Blu-ray

[fpoon]

I recently purchased the 40 GB PS3. The first Blu-Ray I bought was V for Vendetta. While it looks and sounds better, I have no idea how to access the "In-Movie Experience" detailed on the case. I never saw any menus pop-up, and to my knowledge the only stuff I could get to was the "Pop-up menu" content. I have the newest Firmware version, so how do I access the In-Movie content?

Thanks in advance!