How Deadpool is Changing the Movie Marketing Game

How Deadpool is Changing the Movie Marketing Game

The movie industry has changed drastically over the past decade or so. The most successful movies tend to be big, spectacular movies, usually based on something that was done before. No genre has benefitted from this change more than the super hero/comic book movie franchises. There have always been super hero movies, but this current run began with 2000’s X-Men. Since then, we’ve seen more, bigger, and more successful super hero movies each year.

This year will see the debut* of an unlikely super hero movie star: Deadpool. The character was originally created by Rob Liefeld in New Mutants #98. He was developed to be a combination of Marvel’s two most popular characters, Spider-Man and Wolverine. Writer Joe Kelly took the humor to new levels starting in 1997. Over the years, Deadpool has had ups and downs in his comic book publishing success, but he has been a completely unique character (until the recent incarnation of Harley Quinn). Deadpool often breaks the fourth wall and points out the absurdity of his situations.

After the failed attempt to bring Deadpool to the silver screen in 2009’s X-Men Origins: Wolverine, teams were assembled to start working on a full Deadpool feature film. In 2011 Tim Miller was hired to direct the film, and some test footage was shot, but the project ended up stalling.

Cut to July 2014 and the test footage was finally leaked and the internet went crazy! The studio could no longer ingore the demand for the Merc with a Mouth. In September of that year, 20th Century Fox announced that the Deadpool movie was finally coming to the big screen.

Seeing how this movie was driven by online fan response, Fox has been using innovative techniques to promote the film. Every aspect of the film has been an “event.” Here we see when star Ryan Reynolds announces the rating of the movie.

When the studio finally showed Ryan Reynolds in his full Deadpool costume, he was laying on a bearskin rug. Not your average super hero movie reveal.
ryan-reynolds-deadpool

Leading up to the big Christmas day trailer reveal, the studio announced the 12 Days of Deadpool (the other jolly guy in a red suit with a lap worth sitting on)

Day 1 featured a new poster on ew.com
Deadpool-Day-1-Poster

Day 2 allowed viewers to tell Deadpool what they wanted for Christmas
Deadpool-Day-2

Day 3 showed Deadpool’s Home Alone-esque plan
Deadpool-Day-3

Day 4 let everyone know what Deadpool wanted for Christmas
Deadpool-Day-4-Christmas-List

Day 5 showed off Deadpool’s version of an ugly Christmas sweater
Deadpool-Day-5-Class-Picture

Day 6 was Deadpool’s notes on a scene from the script
Deadpool-Day-6-Script

Day 7 was the note that Deadpool is including in his Christmas cards
Deadpool-Day-7-Card

Day 8 was a unique set of emoji. Emoji: not just for young girls anymore.
Deadpool-Day-8-Emoji

Day 9 gave us a teaser for Deadpool in IMAX

Day 10: In the tradition of fireplace videos, we get Deadpool’s version: A flaming bag of poo (don’t put it out with your boot, Ted!) It’s over an hour long. I haven’t watched it.

Day 11: A teaser of a trailer (which is really a teaser of the movie. This is how the world now works)

Day 12 saw the actual trailer released. I’ve attached the red band trailer, so if you don’t like NSFW language and/or violence, don’t watch it.

Since then, Deadpool has continued to push the boundries in how a movie is marketed. The recently revealed a couple of billboards to try to (jokingly) pull in new audiences. First off was a new emoji billboard:
Deadpool-Billboard-Emoji

And then a billboard to try to cash in on the movie’s Valentine’s Day opening date:
Deadpool-Billboard-Romance

It seems like nothing is off limits, or too far out for Deadpool to add his two cents. For Halloween Deadpool assembled his own neighborhood collection of X-Men

This video has Deadpool wishing everyone a Happy Australia Day (and it gives him another chance to take a swipe at his X-Men Origins: Wolverine “appearance.”)

Recently Deadpool took over Fandango’s twitter account for a Q&A session. If you can get past Cinemablend’s barrage of pop up ads, you can read more about it here.

The name of the game is creating awareness and creating engagement. Even the fans are getting involved. This one recut the trailer to focus on the romance angle:

As a long time fan of the character, I’m really looking forward this movie. It’s the role that Ryan Reynolds was born to play. And it’s the super “hero” movie that we deserve.

*I call this movie Deadpool’s debut because the character that appeared in X-Men Origins: Wolverine (2009), was a completely different character. He had the Wade Wilson/Deadpool name, and was played by Ryan Reynolds, but that character was far from who Deadpool is.