A logo for the XBox 720 can be seen in the latest trailer for Real Steel.
Evident at the 46 second mark, the logo appears all but identical to the current XBox mark, but with 702 replacing the number 360.
Appearing alongside Microsoft's Bing service - and a host of other big name brands - it would appear that it was purposely put there by the computer giants.
The debate will now begin as to whether Microsoft's next-generation console will really be named XBox 720, or if it was a tongue-in-cheek reference by the company's marketing executives.
It is thought that the 720 will be unveiled at next year's E3.
Real Steel, which stars Hugh Jackman, is released on October 14.
Forty years of games consoles...