Back to IndieWire

Don’t Get Your Heart Tinder-ized at SXSW

Don't Get Your Heart Tinder-ized at SXSW

Tinder users aren’t always who they seem to be — particularly during SXSW. Saturday afternoon, at least one Tinder user who messaged with “Ava” was crestfallen to discover she’s really Swedish actress Alicia Vikander, Adweek reports. That in itself wouldn’t be so disappointing, but Vikander appeared to be part of a larger marketing campaign tied to Alex Garland’s “Ex Machina,” a sci-fi film that was premiering Saturday night in SXSW in which she stars.

READ MORE: Benjamin Dickinson On His SXSW Sci-Fi Stunner ‘Creative Control’ and Why Movies Need to Ditch the Heroes

In Adweek, reporter Tim Nudd wrote that his friend fell for Ava and they had the following exchange:
When he went to check out Ava’s Instagram account, he was disappointed to find only two posts: an ad for the “Ex Machina” premiere and a clip from the movie. In hindsight, surely Ava’s responses were a bit robotic.

In the film, Vikander plays Ava (Alicia Vikander), a beautiful A.I. whose emotional intelligence proves to be quite sophisticated. Clever marketing campaign, perhaps, but how many hearts were broken in the process?

A24
 acquired U.S. rights to the film, which Garland also wrote, back in October 2014. The film, which also stars Oscar Isaac and Domhnall Gleeson, will be released on April 10. A24 was not immediately available to comment or to confirm that this is part of the film’s official marketing campaign.

READ MORE: Alex Garland’s “Ex Machina” Delivers a Modern Day Twist on Frankenstein

This Article is related to: Filmmaker Toolkit and tagged , , , , , , , ,