Now that it’s finally about to hit screens, they’re going all out to promote upcoming Ryan Reynolds flick Free Guy.

The tale about a video game NPC (non-player character) that becomes aware of his station and ends up setting about saving his game is due in Aussie cinemas from August 12.

The latest thing to raise awareness is a partnership with Xbox on the inaugural – and last – Non-Player Character Awards, hosted by, of course, Reynolds. His character, Guy, is up against NPCs from DOOM, The Outer Worlds and Sea of Thieves. Gee, we wonder who’ll win…? Get your vote in here.

Want to see the pitch video? Here goes:

Meanwhile, here’s a new clip from Free Guy:

Xbox Game Pass at JB Hi-Fi.