Anybody want to speculate on this?

I run a few sites one being a pop entertainment site - http://www.popsacrifice.com

the site has just gone live, so it doesn't get much in the way of traffic. so today im checking my stats and one of the referrer links to my site came from - http://www.nmmsystems.com/pr-tracker2/suadmin/clients/login.php?uid=

if you click on the link, in the corner of the page theres an image saying 'brand reputation manager xmen: the last stand'

any ideas as to what its for and why they would be linking my site (i have a post concerning xmen 3 on the site?)?