The World Cup is happening, you may have noticed. On the other side, if you've been too busy watching football to keep an eye on movie releases then you're in luck - these two worlds are about to collide!
At the half time break during tonight's semi-final match up between Argentina and the Netherlands on ITV, a 70 second ad for Dawn will air including a never before seen clip. Viewers will also be encouraged to tweet their reaction to the clip using #DawnofApes with a selection of these messages appearing during a second ad later in the broadcast.
That's some pretty cool (not to mention expensive) marketing - seeing your Tweet on screen would be a treat for any film fan. It's pretty clear that 20th Century Fox think that Dawn has the potential to reach a massive audience, especially as early buzz has been so positive.
Dawn of the Planet of the Apes is in cinemas from the 17th of July 2014.