Three years ago, we were blown away by Arcade Fire’s amazing HTML5 experimental “video” for The Wilderness Downtown. You may recall it involved superimposing their video plot on your own hometown, via Google Maps and Google Earth, which sounds way less impressive than it actually was (and is).

Apparently, innovative online content is a core value for Arcade Fire, because what they’re doing with Reflektor is something else again; using your smartphone as a controller, you can affect the video as it plays, but that’s a super-reductive way to describe what’s going on here. Here’s a behind the scenes bit that helps explain what’s happening here. (Now, as then, you need Chrome for this to work.)

The record drops 10/28. Mark your calendars.