Has the King of Queens taken a page from the Longlegs playbook?

Online speculation is growing that comedy star Kevin James is engaging in some stealth marketing for his upcoming film, Solo Mio, by posing as “art teacher Matt Taylor” online, spreading bread crumbs for fans and generating buzz ahead of the film’s release next year.

Starting in October of this year, a user — who bears a striking resemblance to the Hitch and Paul Blart: Mall Cop actor — began posting short videos on Instagram and TikTok. Under the “thisismatttaylor” account, the man, who claims to be a high school art teacher, does short Bob Ross-style painting videos and talks about his life, particularly his search for love.

Some users quickly cottoned on that “Matt Taylor” might not be all he appears to be.

“You are Kevin James! You are not going to gaslight me into thinking your name is Matt Taylor. I know who you are,” one user, going by the handle @xmookie4, posted in a response video on TikTok. Others quickly pointed out the similarities between Taylor and James, and began dropping Kevin James memes, scraped from his long film and TV career, into the comments section of Taylor’s videos.

One user, @joegray, posted a spoof video claiming “Matt Taylor is not Kevin James, he was my actual art teacher,” before going on to note that his “art teacher” started out “as a delivery driver for IPS where he called himself ‘The King of Queens’” and even worked “as a mall cop” and became “President of the United States, with Adam Sandler serving in his administration” — the final quip being a reference to the James’ role in 2015 feature Pixels.

A few connected the dots between the supposed Matt Taylor persona and James’ upcoming film, Solo Mio. The rom-com, which James co-wrote and co-produced, sees him play Matt, a man who, after being left at the altar in Rome, decides to go on his honeymoon alone, meeting Gia (Nicole Grimaudo) along the way. Alyson Hannigan, Kim Coates, and Jonathan Roumie co-star in the film, directed by Chuck Kinnane and Dan Kinnane (Home Team) and produced by Mark Fasano and Jeffrey Greenstein of A Higher Standard. Angel Studios (The King of Kings, The Sound of Freedom) is releasing the film wide in the U.S. on Feb. 6, marking the first romantic comedy from the faith-based studio.

Aside from their shared first name, the Matt of Solo Mio and Matt Taylor are both lonely hearts looking for love. In several of his videos, Matt Taylor references “a very special lady” he is seeing, and expresses his disappointment when he is stood up for dates.

If Matt Taylor is an elaborate guerrilla marketing campaign for Solo Mio, it’s unclear if Angel Studios and the producers are in on it. Months after Taylor began posting his videos, Angel Studios, unannounced, dropped the first poster for Solo Mio, showing James looking snazzy in a suit, sitting on a bench in Rome, holding a bouquet of roses, and looking hopeful. Angel made no mention of art teacher Matt Taylor, noting only that the film hits theaters Feb. 6.

“We are as surprised as anyone by all the Matt Taylor speculation online,” an Angel Studios spokesperson told THR.

The Hollywood Reporter has reached out to James for comment.