Personal space

Timothée Chalamet films Armie Hammer in compromising position, then tries to delete it

In an oversaturated market, you really have to work overtime to promote a project. Every minute of every day, information leaps out of your electronic devices and vies for your increasingly compromised attention.

On a philosophical level, what does it all mean? Well, if you’re actor Timothée Chalamet and you have a film called Call Me By Your Name that you want people to see, it means filming your co-star Armie Hammer while he’s at the urinal beside you.

Related: Armie Hammer’s Twitter “likes” include rope bondage

Yes, it’s odd and unorthodox — so much so that Chalamet deleted the short video from his Instagram account shortly after posting. But enterprising fans managed to save the post, so here we are — talking about Chalamet, Hammer, urinals, and Call Me By Your Name, roughly in that order.

So in the grand scheme of things, the strategy worked.

And while you’re around, here’s the trailer for Call Me By Your Name, starring Hammer and Chalamet.