A promotional campaign for the movie Ex Machina at SXSW has men falling for a woman on Tinder, but she doesn't actually exist.

Most men have been swiping left for the svelte looking Ava, but only to be disappointed after being asked a bunch of questions like "Have you ever been in love?" and "What makes you human" before the big revelation, that she is al artificial intelligence. The victims are then directed to an Instagram page for the lead character in the film, Ava, who is played by Alicia Vikander. In some ways it is also a subtle throwback to Her, in which Scarlett Johansson's character is only available on a device. AdWeek is all praise for this marketing tactic: "It's pretty brilliant in the way it ties into the movie."

The movie is set to release on April 15 and has been directed by Alex Garland, who has also written for the film. This would mark Garland's directorial debut, the writer has been known in the past for his books and film adaptations like The Beach.

Ex Machina also stars Domhnall Gleeson as Calen, Oscar Isaac as Nathan, Sonoya Mizuno as Kyoko, Symara Templeman as Jasminse, and Elina Alminas as Amber.

Watch a trailer for the film here: