At first it seemed that these posters were from a rival movie, covering up a ground level billboard spot.
However, the posters are the same movie posters that are pasted on the billboard, with the top ones being placed backwards with sticky putty. It seems as though they were meant to take home. Cool animation on them.
Not sure if this is a new marketing strategy or if it is Ads VS. Ads.
***UPDATE: These are movie posters for Paranorman, with art designed by Drew Struzan***