Deadpool and Wolverine. That’s it. Marketing Made it the Number One Movie.

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Aylin Madrigal
August 12, 2024

Deadpool And Wolverine. That’s It. Marketing Made It The Number One Movie.

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It's a worldwide fact that a Marvel movie release is prone to break the box office, with people filling up theaters on premiere night, selling out collectible items, and avoiding spoilers on social media. But Deadpool and Wolverine broke all records. Why did this happen? Deadpool isn't as famous as Iron Man, and Wolverine almost seems to be a character from the past, or at least one whose legacy ended in the movie Logan. Yet, these two Marvel icons combined have broken box offices and become a movie that you can't NOT watch.

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(Deadpool + Wolverine) x Marketing = Number One Movie in the World

This was basically the equation they used.

Unlike other Marvel movies, Deadpool and Wolverine invested in marketing like never before. While it took around $200 million to produce, they invested $100 million in marketing and saw results that surpassed $205 million for their domestic opening—highest R-rated movie debut and $438 million globally.

Conquering Male-Dominated Channels

First of all, they conquered all channels that predominantly have a male audience—soccer, beer, and video games. During the Eurocopa 2024, Deadpool made an unexpected appearance, reminding everyone that Deadpool and Wolverine were releasing that month. Heineken Silver also released a commercial featuring a clip from the movie where Deadpool and Wolverine are about to fight but stop to grab a Heineken beer. A beer worth stopping for? Geniuz!

Gaming and Collectibles

Marvel then targeted the gamer market by releasing functional collectibles. Unique Xbox controllers resembling Deadpool and Wolverine, with their unusual forms, became must-have items. This not only stirred excitement among gamers but also turned them into walking billboards for the movie.

Celebrity Endorsements and Smart Casting

For a broader appeal, Marvel tapped into celebrity culture. A big twist in the movie was featuring all kinds of Deadpools, including a cameo by Blake Lively, Ryan Reynolds’ wife. This move served as a powerful celebrity endorsement. Fans of Blake Lively from Gossip Girl were eager to see her involvement in the new movie everyone's talking about.

Yes. Ryan Reynolds and Hugh Jackman, with their massive social media followings, played a crucial role. Their posts and interactions on all platforms have multiplied publicity, reaching millions of views and creating a buzz.

Reality Show Parody

To reach audiences unfamiliar with the Marvel universe, they created a parody episode, "Deadpool Bachelorette," a spin on The Bachelorette and The Bachelor, which captivated millions of reality TV fans. This was a brilliant move to tap into a completely different demographic.

Unconventional Collaborations

Even Heinz joined the party with a quirky collaboration where ketchup and mustard resembled Deadpool and Wolverine. This playful nod positioned the pair as an iconic duo, much like these condiments. The message was clear: Deadpool and Wolverine are everywhere and simply go together.

A Million Dollar Strategy

Deadpool and Wolverine’s marketing strategy is a masterclass in leveraging diverse channels and demographics. By tapping into different interests—from sports to video games to reality TV—Marvel ensured that this movie reached every possible audience. The result? A record-breaking box office performance and a movie that became a cultural phenomenon.

Written By: Aylin Madrigal - Chief Marketing & Operations Officer at Brand Geniuz

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