Scarlett Johansson unveiled her star on the Hollywood Walk of Fame on Wednesday, suspiciously close to the US release of her new blockbuster, 'Avengers Assemble' ('The Avengers' in the States).
The A-list beauty said she "feels like the luckiest person in the world" to receive the honour. She added: "Never ever in my 20 years in this industry would I ever, ever have thought my receiving this star would be even a remote possibility."
Some may argue Johansson's raw talent for playing strong but slightly grumpy women is enough to earn her a coveted star. Others would question the coincidence that her induction - and all the lovely press coverage - comes just two days before 'Avengers' hits US theatres.
You'd assume that the Hollywood Walk of Fame was an exclusive ensemble of the world's most revered stars worthy of the dedicated pavement.
Not so much.
The actual criteria to nab a spot are pretty simple. To get a star one must be nominated by literally anyone (so a fan or another celeb), prove five years of professional achievement in the industry and have made contributions to the community (i.e. do charity work). The nomination form is here if you fancy your chances.
[Related content: Our review of 'Avengers Assemble']
Oh, you also need to pay $30,000 (£18,500) for the privilege.
Once accepted, the celeb (in this case Scarlett) has five years to schedule her induction ceremony. Seeing as her breakthrough role in 'Lost in Translation' came in 2003, this gave her ample time to notch up her five years of service to the film industry and charity. More importantly, she had enough wiggle room to schedule her induction to coincide with 'The Avengers' 2012 release.
It's not just Scarlett though; the stunt has become very popular with film studios who plan the appearance of their stars at a Walk of Fame ceremony to fit in with a film's release schedule. The $30k fee is a cheap method of gaining a huge amount of publicity.
Recent examples include The Muppets' induction on the same day their new movie was released on DVD, John Cusack was 'honoured' three days before 'The Raven' hit US cinemas and Jennifer Aniston enjoyed her ceremony two days before her latest flick 'Wanderlust' was released. Funnily enough, she was joined by her 'Wanderlust' co-stars.