(FORTUNE Magazine) – Every October, movie theater owners convene in Atlantic City to schmooze with the major studios and be plied with meals and gifts. At this year's convention, freebies included a Flubber T-shirt from Disney, a day planner from Sony, and a luggage tag from DreamWorks. (Memo to DreamWorks: Umm. Thanks.)

But one studio transcended the clutter, albeit in a rather bizarre way: To promote its release The Wedding Singer, starring Adam Sandler as a psychotic wedding entertainer, New Line sent out invitations from a couple named Michelle and Andrew, summoning conventioneers to their wedding at the studio's dinner.

As the couple exchanged vows before Atlantic City Mayor James Whelan, the sense among conventioneers (or, at least, the ones at FORTUNE's table) was that the ceremony was a fake, designed to be wrecked at some dramatic moment by Sandler, who was leading the band onstage. But around the time that the best man gave an awkward, heartfelt speech to the newlyweds, it began to sink in: This was no goof. This was a real couple who had decided to use this special day to...promote an Adam Sandler movie.

All a New Line spokeswoman would say to explain this weird bit of promotion is that the bride works with the company's distribution arm, and the groom is a documentary filmmaker. While FORTUNE found their choice of wedding venue odd--and, frankly, sort of unsettling--we have sent the couple a lovely toaster oven and a beautiful DreamWorks luggage tag, and wish them all the best.

--Tim Carvell