Beach-goers at the fossil-rich Jurassic Coast in Dorset, England were recently alarmed to discover what appeared to be an absolutely enormous dragon skull in the sand.

It is said to be about 40 feet long, 8 feet wide and 9 feet tall.

Video and photographs seem to lend credibility to the measurements:

Blinkbox Puts Massive Dragon Skull on Dorset, England Beach for Game of Thrones Promotion

(Photo: blinkbox)

Blinkbox Puts Massive Dragon Skull on Dorset, England Beach for Game of Thrones Promotion

(Photo: blinkbox)

Blinkbox Puts Massive Dragon Skull on Dorset, England Beach for Game of Thrones Promotion

(Photo: blinkbox)

So what’s the story?

It seems the U.K. streaming service blinkbox spent nearly two months engineering the structure, then installed it overnight as a way to promote the arrival of the third season of the HBO hit “Game of Thrones.”

“We’re here to celebrate the fact that blinkbox has Game of Thrones,” Ben Ayers from blinkbox remarked.  “As dragons are such a key theme within the series, we thought we’d create a giant dragon skull, plunk it on the beach down here…and see what kind of reactions we got in the morning.”

According to a statement released by the company: “The installation is inspired by the scene where Arya Stark discovers the dragon skull in the dungeons of Kings Landing.”

The promotion didn’t disappoint, with the “fossil” both fascinating visitors and grabbing international media headlines.

Blinkbox has more on the story, including how they managed to build the monstrous structure: