There is no shortage of immersive activations at South by Southwest this year, but none can boast an experience that literally stays with fans for the rest of their lives, like the Warner Bros. Suicide Squad activation.

Suicide Squad is set to open this summer, and Warner Bros. is promoting it with a pretty unique bit of experiential marketing. It has transformed Affinity Tattoo and Body Piercing on East 6th Street in Austin into Harley Quinn’s Tattoo Parlor, complete with decor from the film—and of course, free tattoos. (The popular DC Comics character is a friend of the Joker, enemy of Batman and part of a secret government task force of supervillains.)

More Experiential Marketing Activations From SXSW That You Need to See.

Festival attendees lined up for their tattoos—choosing between real or fake—of original artwork of characters from the movie.

In the video above, we asked participants about their choice to brand themselves with movie art, and followed them through their tattoo journey. As an added bonus, take a look below at some of the artwork from the film’s Instagram page.

A photo posted by Suicide Squad (@suicidesquadmovie) on Mar 9, 2016 at 10:25pm PST

A photo posted by Suicide Squad (@suicidesquadmovie) on Mar 9, 2016 at 1:34pm PST

#SuicideSquad #Deadshot #HarleysTattooParlor A photo posted by Suicide Squad (@suicidesquadmovie) on Mar 9, 2016 at 9:25pm PST

Regram from @karenfukuhara: The #SuicideSquad is ready to leave its mark on #SXSW. #HarleysTattooParlor #Katana A photo posted by Suicide Squad (@suicidesquadmovie) on Mar 9, 2016 at 8:29pm PST