I'm guessing those people have searched Beauty and the Beast while signed in to Chrome at some point. And just like Google Now cards, it's an update to a product that showed interest in, so it is brought up with the question of what's happening today. One part Ad yes, but I don't think they would do it specifically for Beauty and the Beast, it may very well be a new regular response with others like: "That console you've been researching is released today" "That TV you price checked is on sale today", "That show you like has a new episode today", etc.
You'd think that, but I very recently got a Google Now card right at the top of the list (ahead of weather etc. whereas that's normally the very top) which told me Nicki Minaj had a new album out. I've never listened to, searched for, bought or in any way shown an interest in that, and I've never been alerted to any band that I do actually listen to/search for having a new album out.
It was immediately obvious that was 'sponsored content' and probably pushed out to millions of people, right on their home screen and right at the top where they can't miss it. If that's the kind of shit they want to start pulling, I'll stop using Google Now. It'd be a real shame as well because it actually finds things I genuinely am interested in every day