The technique is promising, but the provided example video does not demonstrate a true advantage it has over conventional cinematography. They filmed with two cameras, one overexposing one underexposing, but they don't have one with the right exposure to compare with the composed HDR images. The city scenes are filmed at daylight, without any areas of high contrast that would make a high dynamic range necessary. The same with the people example, they even overdid it to give it a vibrant effect, making it more of an artistic tool than capturing shadows and lights naturally.
They should make a short film with city nighttime and desert scenes, that should be impressive. They should also contact director Michael Mann, he would jump at the opportunity to film HDR.