By John McCarthy | Media editor

March 16, 2017 | 2 min read

Fox’s conclusion to Hugh Jackman’s stint as Wolverine in Logan is getting rather confrontational in a TV ad entitled Beauty Or Beast.

In cinemas at the same time as Disney’s Beauty and the Beast remake starring Emma Watson as Belle, a 15 second slot hints that the X-Men star is looking to chop down the fairytale’s push towards box office records. Beauty and the Beast is set to break March box office records; the LA Times reports that online ticket firm Fandango claims it’s the best pre-selling family movie in the company’s 17 year history. Furthermore, it’s expected to rack up $240m globally in its opening weekend.

Logan on the other hand, sits atop the box office chart, with a global opening weekend estimate of $237m, despite being available to a much smaller pool of consumers due to its R-rated status.

The TV spot urges: “Some want to see the Beauty, but you should see the Beast.” It is followed by a highly visceral retelling of some of the movie’s action.

Both movies are now facing off against Kong: Skull Island and Get Out for viewer retention, and with a Power Rangers movie just around the corner, it’s unclear which movie will come out on top.

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It could be argued that Fox has put in the groundwork to ensure Logan's success, delvering an extensive marketing campaign culminating in a Super Bowl slot, backed by intriguing leaked cuts and artsy takes, check out the full pre-launch campaign here.

And additionally, see how it measures up to Fox's Deadpool which rewrote the book on content marketing for movies.

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