Not a big deal, but simple TV variety can, I think, offer a lot for background noise in apartments. And I think it could be expanded into theaters in the future. There's a wealth of public domain material to pull from as well.
The most popular examples are "Night of the Living Dead" or "Little Shop of Horrors". But there are several more in tune with the noir style as well, including the Orson Welles directed films like "The Stranger" and "Touch of Evil."
There are also several pulp serials from long ago that fit the world perfectly, including some starring Dick Tracy and early Batman stuff. Those would fit perfectly with "sponsored by Starch Kola" ads edited in.