Film distributor 20th Century Fox has partnered with English football club Manchester United to generate buzz for its upcoming movies, with Deadpool the first stadium takeover.
During home games at the Old Trafford stadium, Deadpool, followed by X Men: Apocalypse and Independence Day: Resurgence will be promoted, in addition to the club’s digital properties.
Branded “entertainment” will be provided for those attending the games. First of all, marking the deal, United players Ander Herrera, Juan Mata, Chris Smalling, David De Gea, Bastian Schweinsteiger and Wayne Rooney faced-off Deadpool during a penalty shootout.
Richard Arnold Man United group managing director, said: “This partnership is the first of its kind for the Club and 20th Century Fox. Last year in the UK alone, there were well over 150m admissions to the cinema and like football, the film industry has unwavering global popularity and can be enjoyed by anyone.
“Both Manchester United and 20th Century Fox are leaders within our respective industries and we are delighted to be able to work with them in introducing each other to new audiences, creating unique content, such as the players’ recent encounter with Deadpool.“
Paul Hanneman, president of worldwide theatrical marketing and distribution at the film distributer, said: “We are excited by the opportunity to combine the entertainment of film with the power of live sports and the passion that Manchester United fans have for their club and the players.
“Together, we look forward to introducing each other to greater connections and more entertaining content that will engage film audiences and football fans around the globe.”
— Manchester United (@ManUtd) February 5, 2016
The move sees the studio become the official Manchester United feature film partner.
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