The Drum Awards Festival - Extended Deadline

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By John McCarthy, Opinion editor

March 6, 2017 | 2 min read

Fox has kickstarted the marketing campaign for the return of Marvel’s fourth-wall-breaking anti-hero Deadpool with the hope it will generate similar levels of buzz that saw it eventually crowned the highest earning R-Rated movie ever in the US.

Deadpool 2’s surprise trailer ‘No Good Deed’ premiered during cinematic airings of Logan, Fox’s final movie with Hugh Jackman playing the Wolverine – which is on-par to overtake Ryan Reynold’s R-Rated Box Office record.

The three-and-a-half-minute teaser has satirized Clark Kent’s phone booth transformation into Superman. Without the Man of Steel’s super-speed, Deadpool’s attempt at getting changed dominated much of the trailer, all the while, a man in need met an unfortunate demise at the hands of an attacker.

Deadpool 2

The original Deadpool campaign was widely credited for being wide reaching and irrelevant, touching down with vastly different demographics, and even launching on Valentine’s Day with a trailer designed to trick viewers into thinking the movie was a rom-com.

The video even featured an obligatory appearance from the father of Marvel comics, Stan Lee. A full year before the 2 March 2018 launch date, Fox is cranking up the marketing around the property now that the critically acclaimed Logan is in the bag.

For a taster of what to expect for Deadpool, here's how Fox promoted Logan, from a Super Bowl slot, to exclusive 'leaked' trailers, to using Jackman's social media star power.

Deadpool Advertising Fox

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