EXCLUSIVE: Oscilloscope Laboratories is taking its rock doc Pulp: A Film About Life, Death & Supermarkets to the common people, for a day. The feature-length film snuck online Monday on music site Pitchfork and will stream for free in its entirety for 24 hours. Here’s a sneak peek at Pulp singer Jarvis Cocker recounting his days as a teenage fishmonger in the pic, which hits theaters nationwide on Wednesday and goes digital on iTunes, VOD, and other platforms on November 21.

Pic is by Florian Habicht (Love Story), who takes an unusual approach to his profile of the British rock band on the occasion of their final UK show in Sheffield in 2012, the hometown where the band endured a disastrous farewell concert in 1988. In addition to tracking the band itself, Habicht explores the city and fans of Sheffield, whose denizens share a great affection for Pulp and its frontman.

The move puts the Britpop in “populist” (although the free stream sneak peek is available only to U.S. viewers). In an increasingly crowded digital marketplace for film, it may also prove useful to O-Scope and other specialty distributors experimenting with out of the box promos to boost limited multiplatform releases. Pulp first debuted at the SXSW Film Festival in March.