Deadpool vs Wolverine has made a splash at the box office, raking in a whopping $1.2 billion and counting. It’s already one of the highest-grossing films of 2024. But beyond the action-packed scenes, there’s something deeper to explore, that is, the marketing genius behind Deadpool vs Wolverine. This movie isn’t just a box office sensation because people love watching Deadpool and Wolverine go head-to-head. It’s a testament to how smart marketing and business decisions can turn any product, even a quirky, foul-mouthed anti-hero, into a billion-dollar phenomenon.
It Started with a Leak (Maybe…)
In 2009, Ryan Reynolds first portrayed Deadpool in X-Men Origins: Wolverine; if we are honest, it was a disaster. Fans were appalled by how far the character strayed from the comic book version. He knew it too, and wanted a do-over. So when Fox resisted the idea of a standalone Deadpool movie, he took a risk and the test footage for the film mysteriously “leaked” in 2014. Was it Ryan? Maybe. Was it genius? Absolutely. The footage went viral, and the internet’s enthusiasm pushed the studio to finally greenlight the film.
How did they manage to get people rushing to theatres? Let’s dive into the genius (and a bit of madness) behind the film’s marketing strategy.
Pre-release Hype and Smart Targeting of Superhero Fatigue
Superhero movies are everywhere. But “Deadpool vs Wolverine” cleverly tackled superhero fatigue head-on. From the moment the movie was announced, the internet exploded. Not just because we were getting Deadpool and Wolverine in the same movie but because of how it was announced. Ryan Reynolds and Hugh Jackman took to social media and teased their rivalry in a series of funny, snarky videos. Their Twitter and Instagram battles became an internet sensation.
The characters were everywhere, and fans loved how the marketing campaign felt like an extension of Deadpool’s cheeky personality. The movie’s marketing didn’t stop at superhero fans. Deadpool and Wolverine appeared in unexpected places. Whether it was Deadpool crashing interviews or Jackman jokingly asking Reynolds to “behave” on talk shows, they managed to keep the movie in the news. A highlight? Deadpool made an appearance in a parody of Wolverine’s greatest scenes, basically roasting his co-star while hyping up the film. They also went on to YouTube with hilarious behind-the-scenes videos and playful skits featuring both of them that kept fans entertained and excited in the lead-up to the movie’s release.
The Memes
One of the most genius parts of the marketing? The memes. The marketing team leaned into Deadpool’s sarcastic tone and Wolverine’s grumpy demeanour to create meme-worthy content that people loved sharing. They weren’t afraid to poke fun at themselves or the superhero genre, making it all feel light and entertaining. The marketing didn’t take itself seriously, and neither did the movie. It’s no surprise that fans created their own memes, spreading the word further without spending a single marketing dollar.
Image Credits – Marvel Studios
Campaigns Gone Global
As part of the global promotion for “Deadpool vs Wolverine,” fan meetups were organised in major cities, giving die-hard fans a chance to come together and celebrate their favourite duo. One of the standout events was a giant photo-op truck that toured Tokyo, covered in Deadpool and Wolverine artwork. Fans could hop in for a fun picture that instantly went viral on social media. Over in the U.S., Deadpool teamed up with Heinz for a cheeky product collab, with limited-edition bottles featuring the characters. In India, the promotional efforts included a flood of merchandise, from apparel, accessories, food and beverage, and technology. These efforts ensured fans in every corner of the world felt part of the action.
Breaking the Fourth Wall… and the Internet… and the box office
What set Deadpool apart from other superhero movies was how often the character “broke the fourth wall” that is talking directly to the audience. Reynolds took that to a whole new level, not just in the film but in the promotional materials. One moment, Deadpool would crack a joke about X-Men, and the next, he’d be taking a dig at superhero tropes. Deadpool spoke to the camera in trailers or ads; it felt like he was talking to you. This personal touch made the character feel even more relatable (if you can relate to a guy who kills bad guys with katanas 😉 ). The audience loved it. It felt fresh and perfectly on-brand for Deadpool.
The result? The first Deadpool movie made $783 million worldwide. A few years later, Deadpool 2 topped it with $785 million, and now, with Deadpool vs Wolverine, it has crossed the billion-dollar mark. Not bad for a character who was once considered B-list, right?
The Ryan Reynolds Business School (Enroll Now!)
Deadpool wasn’t just a film; it was proof of Reynolds’ marketing genius. And he didn’t stop there. He took the same strategy, which was being authentic, funny, and a little crazy, and he also applied it to his business ventures.
Take Aviation Gin, for example. He didn’t just buy a stake in the company; he became its face, producing hilarious ads that went viral. The result? A $610 million payday when the brand sold to Diageo.
Then there’s Mint Mobile. Reynolds bought a 25% stake in 2020, and within months, subscriber numbers skyrocketed. His ads? Pure vibe- self-aware, funny, and refreshingly honest. Mint Mobile, in particular, saw its subscriber growth jump by 34% overnight, thanks to Reynolds’ clever and humorous ads.
The Real Lesson: Think Like Deadpool!
Deadpool’s success teaches us to be different. Be bold, stay true to yourself, and act quickly.
So, whether you’re looking to build your personal brand, grow a business, or simply ace your MBA, It is important to remember that sometimes, the most outrageous ideas are the ones that pay off the most. Being authentic isn’t just a buzzword; it’s a business strategy. Consumers can smell the bullsh*t from a mile away.
Movie makers showed us that you can turn even the quirkiest ideas into gold. They must be smiling and looking at their bank balance while we still talk about their crazy marketing moves. Lesson for us? Make people laugh, give them something to engage with, and never underestimate the power of Deadpool with a Twitter account!
I usually geek out on business, tech, sports, films, and a good dose of humor. I enjoy turning complex ideas into something simple and fun.
Let’s connect on LinkedIn and chat (or share some memes!)
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Currently figuring out MBA student life at IIM Udaipur.
I usually geek out on business, tech, sports, films, and a good dose of humor. I enjoy turning complex ideas into something simple and fun.
Let’s connect on LinkedIn and chat (or share some memes!)
