The entire Deadpool marketing campaign has revolved around one element that’s key to the character’s brand: total disregard for tradition. It’s a leaf taken straight from Wade Wilson’s book. The Merc With A Mouth doesn’t care about breaking the fourth wall, or dropping the F-bomb or making un-PC gags at every opportunity. That’s what’s so fitting about Fox’s advertising strategy, as it lifts that same silliness fans of the comic will know and love, and transports it directly into the promos.
Recent weeks have seen pictures of a bizarre emoji billboard hit the web and a series of one-sheet posters geared towards a certain audience who might be keen to see a softly-lit Valentine’s Day-style movie. Of course: it’s nothing of the sort.
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Fox is trolling the general moviegoing public to winning effect by essentially using the “How would Deadpool market this movie?” tactic. Regardless of how the movie sits once it’s released – although, it does show massive promise – no one will forget the unusual promotional trail this R-rated comic book adventure has blazed.
Starring Ryan Reynolds, Morena Baccarin, T.J. Miller, Ed Skrein, Gina Carano, and Brianna Hildebrand, Deadpool opens on February 12th.
Based upon Marvel Comics’ most unconventional anti-hero, DEADPOOL tells the origin story of former Special Forces operative turned mercenary Wade Wilson, who after being subjected to a rogue experiment that leaves him with accelerated healing powers, adopts the alter ego Deadpool. Armed with his new abilities and a dark, twisted sense of humor, Deadpool hunts down the man who nearly destroyed his life.