It's hard to describe and i'm really doing it an injustice by trying but basically there's a live action intro of Jack Black taking you into a record store and pulling out a record called 'Brutal Legend'. Each page of the menu then involves looking at the different parts of the packaging (opening it up, taking out the disc etc) all via live actions shots. You really need to see it to understand. Just a lot of thought went into that main menu screen I thought.
The game itself i'm quite enjoying too.
The open world portion needs work such as the desperate need for a minimap and other navigation options (getting lost is soooo easy) but for the most part I don't understand what people had against it though i'm yet to get to the big RTS battles.