There's been some pretty crazy ways of promoting films over the years, but this one's definitely of our age.
Folks at this year's SXSW in Austin, Texas who happened to be using Tinder encountered a beautiful young woman called 'Ava' when they swiped right (or is it left?) on her profile.
'Ava' then asked a few questions, before directing the besotted Tinder users to a website.
It's no surprise, of course, that the website was a promotional website for Ex Machina, the new sci-fi drama from Alex Garland and star Domhnall Gleeson and Alicia Vikander.
Vikander's face was used as the profile picture for the Tinder profile which, naturally, lured everyone in.
Here's a little taste of what she got up to.
As promotional campaigns go, it's definitely inventive. Although, let's face it - this is basically a spam-bot.
At least she's not going to rip off your credit card details or harvest your organs. Although...