It goes with the territory these days that most blockbuster films will have reams of merchandising and tie-ins with other products to help with marketing.
Any parent visiting a Lego store or fast food restaurant will recognise this (with a sigh, as they tap their empty wallets).
And it now seems the world of gaming and consoles is catching on - but with a twist.
To coincide with the launch of a new Microsoft console, Hotel O Paris enlisted the help of a local digital marketing company (Agence Rouge) to create the Xbox One Hotel.
The bar and a number of the accommodation areas have been given over to all things Xbox One, with consoles everywhere and some rooms themed around specific games.
Of course, it's thoroughly nerdy, but is still an interesting collaboration and illustrating the extent that both hotels and tech companies will go to in order to raise awareness of both brands.
NB:Bathroom image via Influencia.