All we can say is, what the hell took them so long?!

Earlier this week, stand-up comedian Joe Kwaczala tweeted the above billboard with the humorous caption, “This is irresponsible. Dozens of crashed cars are currently piling up on Sunset Blvd, as horny cereal fans like me get distracted from the road.” What the hell is the bizarre FrankenBerry billboard promoting, you ask? Well, there’s a URL at the bottom of it.

That URL directs you over to WorkWithTheMonsters.com, a website that appears to be run by General Mills. The company, of course, is behind the iconic Monster Cereals (FrankenBerry, BooBerry, Count Chocula and those other two guys who rarely show up to the party), and the website seems to suggest that they’re looking to make monster movies.

This could all be some sort of viral gag, mind you, but it appears to be legit. Essentially, General Mills wants fans of their Monster Cereals icons to get in touch with them and submit movie pitches centered on those characters. “An eager group of filmmakers, producers, writers and lawyers, of course, will review your pitch,” they write. “If we choose your great pitch, we’ll work together to bring it life.” They’re not only looking for movies, it seems, as they also note: “If it’s an interesting story told in an interesting way, the medium doesn’t matter.”

It would seem that General Mills has realized their Cereal Monsters are more than beloved enough to warrant them doing things other than simply appearing on cereal boxes for a few months out of every year, and they’re hoping to leverage that nostalgic popularity to do something bigger with the iconic, kid-friendly characters than they ever have before.

And again we ask… what took them so long?!

Head over to WorkWithTheMonsters.com for more details.