Twentieth Century Fox unveiled its X-Men: Apocalypse campaign on Snapchat yesterday. As part of the push, a series of filters were introduced to let fans overlay their selfies with famous characters from the franchise; a gambit that has not gone down well with some Snapchatters.
Regular users of the messaging app are disgruntled that their beloved 'Dog Face' and 'Rainbow Sick' lenses have disappeared from the platform as part of the exclusive takeover, which has seen Fox purchase the whole filter reel.
Typically, brands pay for one sponsored lens which features at the start of the sticker lineup, but this time around the usual overlays have been discarded.
The move left some snappers perturbed.
Taking away all the cute filters on snapchat just makes me want to see x-men even less — Nicole Pearce (@nicolep1113) May 23, 2016
Dear @Snapchat, I do not care about X-Men, I just want the puppy filter back pls..
— chance fire (@ChanceJFire) May 23, 2016
The X-Men filters on snapchat look like more fun than the movie. — Saint Pest (@KidFury) May 24, 2016
— Tyler Martins (@mrtylermartins) May 23, 2016
Some, meanwhile, chose to innovate and to make the best of the situation.
bold moves by xmen getting rid of the dog filter on snapchat today can't stop me tho pic.twitter.com/Rh0D4mpiH3 — Chris Melberger (@chrismelberger) May 23, 2016
The promotion did go down well with some fans.
ALL THE SNAPCHAT FILTERS ARE XMEN CHARACTERS THIS IS THE GREATEST DAY OF MY LIFE
— BATMAN (@Victor_TDK) May 23, 2016
These x-men snapchat filters are honestly the best thing ever, I love being a superhero geek. — ebon (@tyriquex) May 23, 2016
It's not known how much Fox paid for the ads, but previous reports suggest that sponsoring a lens can cost anything between $450,000 to $750,000, depending on the date.
Moviegoers are also being given the chance to buy tickets to see the film via Snapchat, with Fox being the first brand to use the social platform's ticketing ad unit.