Deadpool Marketing Analysis - Faye
1)IMAX Announcement
Deadpool‘s IMAX trailer gives fans just about everything
that one would expect from a preview featuring the Merc with a Mouth. Ryan
Reynold’s Deadpool starts the announcement by breaking the fourth wall and
talking about chimichangas and quickly turns to witty remarks and extreme
violence.
This announcement-turned-trailer is perhaps more brilliant
than it appears at first glance. In a 30 second preview for the film,
moviegoers, especially those unfamiliar with the character, get a sense of the
humor, the action, the genre, and the tone – all while staying true to the
superhero character that comic book fans are familiar with.
2)“SKULL – POOP – ‘L'” Billboard
The Deadpool marketing team is really capitalizing on the
adolescent humor that, while perhaps waits dormant in the more adult audience,
is absolutely, captivatingly hilarious. What the marketing team for this film
has really captured is the true essence of this character.
The most brilliant part of this campaign is perhaps the idea
behind it all that Deadpool himself could have created these advertisements.
Advertising like this suggests that the studio “gets” the appeal of a character
like Deadpool, and that they’re not going to water down his quirky humor for
the sake of a larger audience.
3) How deadpool spent Halloween
This viral marketing campaign has not been afraid to think
outside of the box, and it shows with the “How Deadpool Spent Halloween”
YouTube video. Featuring Ryan Reynold’s Deadpool and a handful children dressed
up as X-Men characters, this video offers fans a minute and a half of absolute
hilarity.
Referencing how the character has been wronged in the past
by 20th Century Fox and how Deadpool has yet to become a pop culture icon in
his own right, this video in and of itself breaks the fourth wall and becomes
super meta and self-referential – everything that moviegoers can expect from
the film in the coming weeks.
4) APRIL FOOL’S DAY RATING ANNOUNCEMENT
When the Deadpool film was announced, many fans were
concerned that censoring The Merc with the Mouth, by giving the film a PG-13
rating, would hinder the movie and fail to stay true to the spirit of the
comic. Flash forward to April 1st of 2015, aka April Fool’s Day, and Ryan
Reynold’s Deadpool has some news for fans.
Disguising the announcement as an episode of Extra with
Mario Lopez, Ryan Reynolds and 20th Century Fox pull the ultimate prank on
comic book fans: Deadpool will be rated PG-13. Viewers learn by the end of this
video that this was in fact a joke and the movie will actually be rated R.
Also, “Slater can’t hurt you anymore.”
5) 12 DAYS OF DEADPOOL
Perhaps no greater gift was given to superhero fans this
Holiday season than the “12 Days of Deadpool” marketing campaign. Leading up to
Christmas Day, and the second full-length trailer, Deadpool and 20th Century
Fox released a new promotional item each day.
Over the 12 days, fans were treated to promotion posters
(“Wait ‘Til You Get a Load of Me”), theater standees, more clever Instagram
pictures, and a Christmas Eve television spot. Each of the 12 days was a
humorous reminder of the upcoming Deadpool film.
6) LEAKED FOOTAGE
deadpool test footage 10 Best Deadpool Marketing Stunts
Of course, at number one is the leaked footage that started
it all. When this footage finally reached fans across the web (like us), the
uproar for a true-to-form Deadpool movie was so loud that 20th Century Fox
could not help but take notice.
The footage captured the essence of the character and was
endlessly entertaining and hilarious. This scene was so good, in fact, that the
studio felt the need to, thankfully, recreate it in the film. Again, this clip
feature everything that moviegoers should come to expect from the Deadpool
character: fourth wall breaking, clever and hilarious remarks, and of course,
tons of violence. It isn’t strictly “marketing” material, however, but it got
us more interested than anything else on this list!
-Faye
-Faye
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