The Drum Awards Festival - Official Deadline

-d -h -min -sec


Irreverent marketing helps Deadpool become the highest-earning R-Rated film ever


By John Glenday, Reporter

March 29, 2016 | 1 min read

An irreverent marketing campaign has helped propel Deadpool into becoming the highest grossing R-rated film of all time after raking in $746m in global sales.

This sum has already edged it ahead of The Matric Reloaded which generated $742m of sales during its cinematic run with still some way to run.

The unlikely hit has proved to be a runaway smash with audiences appreciative of something different from the typical Marvel and DC Comics fare, with marketing playing a key role in raising awareness of the X-Men spin-off.

Conscious of Deadpool’s success the makers of Batman v Superman: Dawn of Justice is already planning an R-rated cut for the summer.


More from Deadpool

View all


Industry insights

View all
Add your own content +