Ex Machina Puts a Fake Profile for 'Ava' on Tinder at SXSW
The upcoming film Ex Machina asks whether a human can fall in love with a robot, and it looks like the movie's marketing campaign may have found the answer. In a kind of hilarious (but also kind of mean) marketing stunt, Ex Machina put their beautiful robot Ava, played by Alicia Vikander, on Tinder during SXSW in Austin. Who knows how many attendees swiped right, but at least one poor guy was genuinely fooled by the bot.
A friend of the writers at Adweek started messaging with Ava, and this is what she said:
Then, he was disappointed to find that her Instagram account revealed one photo and video, both promoting the premiere of Ex Machina at SXSW in Austin this past weekend. Adweek claims that all of his texts above were completely in earnest, which is a little sad, but according to his friends at Adweek, he "found the whole thing impressively deceptive and shared it with others," even if he also admitted that the stunt "toyed with [his] emotions so hard." Aw.
So yes, this campaign may have gone a little far in actually deceiving users, but we have to admit that it effectively got its point across. Ex Machina, if it lives up to the potential of its premise that is, explores the artificiality of human connection in the age of technology and, as Ava alludes to in the conversation above, the fine line between humans and machines.
After its premiere at SXSW, Ex Machina still has rave reviews, with a 94% on review aggregate site Rotten Tomatoes. The film opens in theaters on April 10.