Tinder, an app designed for people to swipe between different available dating candidates in their area, is the latest fad in online dating, so the guys behind the "Ex Machina" movie advertisement campaign hit a spot of genius when they decided to involve the movie in the way the film was being promoted.
For the first time, the "Ex Machina" movie has been shown in the United States, at the South by Southwest Festival (SXSW) last Saturday, and single people in the city it was playing got a glimpse into the movie in the most ingenious way: Tinder.
According to Mashable, the "Ex Machina" movie ad saw users of the popular app finding a beautiful 25 year-old woman named Ava. Those who made a match on her on Tinder ended up texting with a woman who asked a series of questions about love and being human, then giving the user a link to her Instagram account.
As Engadget reports, the genius of the "Ex Machina" movie's advertising plot is that it doesn't really seem like a robot at all, but rather just another of thousands of awkward Tinder conversations that go on every second around the world. Only upon getting sent to Ava's Instagram, you can realize that it's actually a ploy to get people to watch the film, following a couple of great trailers.
The "Ex Machina" movie is a science fiction British film directed by "The Beach" author Alex Garland in his directorial debut. It stars Swedish actress Alicia Vikander in the role of Ava, an artificial intelligence that may or may not have achieved true conscience; the people who are tasked with seeing whether she did are "Star Wars" actors Domhnall Gleeson and Oscar Isaac.
While it was already shown on a film festival, Tech Crunch reports that the "Ex Machina" movie won't get its official release for a couple more weeks, as it will premiere in the United States on April 10.
