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Library/Campaign/Deadpool (2016) marketing
Grade B24 sourcesHIS-01361

Deadpool (2016) marketing

Campaign · 2015 · Niche

36Editable slideCertificate

Fox’s in-character Deadpool campaign preceded a $132.4 million domestic opening.

Trailer · 20th Century Studios UK on YouTube
Clip · Tyrone Magnus on YouTube

Deadpool Movie

@deadpoolmovie · Jan 11, 2016

This Valentine’s Day, fall in love with #Deadpool. https://t.co/ScQWrpXXmx

6.3K144
Post · @deadpoolmovie on X

Patton Oswalt

@pattonoswalt · Jan 13, 2016

This idiotic/brilliant billboard is why I'm all in on the DEADPOOL movie. I'm an easy lay. https://t.co/jSRorPvaCp

14.1K190
Post · @pattonoswalt on X
Deadpool teaser poster: the mask
20th Century Studios
Deadpool's mock romance poster for Valentine's Day
@deadpoolmovie on X
Deadpool official trailer #1
20th Century Studios UK on YouTube
Director Tim Miller
The Hollywood Reporter
Deadpool reclining by a fireplace on a bearskin rug
Variety
The skull, poop and L emoji billboard on a street
@pattonoswalt on X
Deadpool poster making a heart with his hands
Box Office Mojo
Deadpool's emoji billboard: skull, poop, L, in theaters Feb 12
The Clios
Ryan Reynolds at the Deadpool panel, San Diego Comic-Con 2015
Gage Skidmore
Deadpool with Colossus and Negasonic Teenage Warhead
Deadline
Frame from the leaked 2012 Deadpool test footage
The Daily Dot
Deadpool by a Christmas tree in the 12 Days of Deadpool campaign
/Film

Spread Score

How it works
Reach37Contagion35Breadth50VelocityNo data yetLongevity1936

Numbers

Gift of Deadpool P2+ impressions, entrant claim
130.5M
As of May 30, 2017 · Self-reported · WARC / AME Awards entrant case study
Seed to milestone
11 months
Mar 27 ’15 to Feb 14 ’16
Platforms
6
Started on X
Leverage
13×
$782.6M on $58M budget

Mechanics

  • Mascot personaPrimary
  • Transgression
  • Platform jump
  • Press loop

How it spread

Trace the origin

Leaked test footage helped secure Fox’s greenlight. Reynolds launched the campaign with a costume parody, followed by trailers, rebus billboards, a romance poster and Tinder. Paid TV takeovers joined audience sharing before the record R-rated opening.

Documented milestone; not a measured attention peak.

Weekly cinema admissions, France2016-02-10: 1,575,6612016-02-17: 948,9082016-02-24: 525,1812016-03-02: 291,7812016-03-09: 158,1952016-03-16: 154,1232016-03-23: 63,9902016-03-30: 19,4262016-04-06: 8532016-04-13: 230Jul ’14SepDecApr ’15JulSepDecFeb ’16MarJunOctMilestoneOpen webPressXYouTubeTVBox office
Open webPressXYouTubeTVBox office

13 more events on this chart

Join free to see them

Weekly cinema admissions, France: 10 dated figures from AlloCiné / CBO-Box Office, each checked against the source. Measured at the time, not estimated.

Timeline (16)

  1. July 2014

    Online viewers precursor · Jul 2014

    Test footage featuring Reynolds as Deadpool circulated online before Fox had approved the film.[1][2]

    Frame from the leaked 2012 Deadpool test footage
    Open the first post ↗

  2. September 2014

    20th Century Fox precursor · Sep 18 ’14

    Fox announced a release date after the leaked footage drew fan support.[3][2]

  3. March 2015

    Ryan Reynolds / 20th Century Fox seed · Mar 27 ’15

    Reynolds posted the first official costume photo, posing on a bearskin rug in a Burt Reynolds parody.[4][5]

  1. press · Apr 1 ’15

  2. owner response · Jul 11 ’15

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 9 sourced numbers and 24 sources. Start with a free account.

Join freeGo Pro · $13/mo
Origin
Mixed
Sector
Entertainment
Region
US
Gift of Deadpool P2+ impressions, entrant claim
130.5M
As of May 30, 2017 · Self-reported · WARC / AME Awards entrant case study
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.