Ok, my initial thought that they're using RTMP has turned out to be wrong. They streaming is HTTP-based.
hxxp://bphil.vo.llnwd.net/o29/trailers/20100411_0_Teaser_H264_640x360_700kbps_128aac.mp4
Use a packet sniffer (
Wireshark, ngrep etc.) for more information.
See also
http://forum.applian.com/showthread.php?t=1409