Hollywood executives are flirting with a new, ambitious marketing concept: choosing popular dating apps to promote their latest projects.Earlier this month, Twentieth Century Fox hooked up with Tinder to market the comedy “Spy,” starring Melissa Mc Carthy and Jude Law, which opens later this week.

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In February, the pop icon offered five fans the chance to win a special chat with her as part of a special promotion on Grindr.

Users were asked to re-create Madonna‘s “Rebel Heart” album artwork and post it as their Grindr profile picture, along with the hashtag #Living For Love.

Madge isn’t the only pop legend to jump on the trend.

The event generated more than 17 million impressions on social media, all with the hashtag #Spytacular.

“Millennials are on Tinder,” the app’s marketing vice president Phil Schwarz told The Wrap. market is now estimated at a whopping $2.1 billion.

“Now that we know that it works, anytime we have the ability to offer something to our users that we think will make them happy, we’ll do it.” The mobile dating industry has taken off in recent years. While subscription fees still account for a majority of the applications’ revenues, many apps have begun toying with advertising concepts to boost their bottom lines.

Grindr, the leading dating app for gay men, has seen its ad revenue spike 65 percent over the last six months thanks in part to promotional deals with Logo TV, MTV and Madonna.

That was where comedian Jimmie Walker discovered him, and offered him a job as a writer.

When he was just a teenager, he started doing stand-up clubs in Los Angeles.

Allen worked alongside David Letterman and Jay Leno.

He has been hosting Entertainers with Byron Allen (...