Never seen this before - Wired’s Xbox 1 article has this effect on the pictures where as you scroll down through the article the picture reveals change. Look
I didn’t check to see how they were doing it but you can do it quite easily with background-attachment fixed.
e.g.
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01//EN" "http://www.w3.org/TR/html4/strict.dtd">
<html>
<head>
<meta http-equiv="Content-Type" content="text/html; charset=utf-8">
<title>Untitled Document</title>
<style type="text/css">
.wrap {
width:960px;
margin:auto;
}
.test1 {
height:300px;
margin:auto;
border:1px solid #000;
background:#f2f2f2 url(images/zimg4.jpg) no-repeat fixed 50% 50%;
}
.test2 { background-image:url(images/zimg5.jpg) }
.test3 { background-image:url(images/zimg6.jpg) }
</style>
</head>
<body>
<div class="wrap">
<h1>Scroll effect</h1>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<div class="test1">
<h2>Test1</h2>
</div>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<div class="test1 test2">
<h2>Test2</h2>
</div>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<div class="test1 test3">
<h2>Test3</h2>
</div>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
<p>Scroll up and down</p>
</div>
</body>
</html>