After shattering records in its opening weekend, everybody is still talking about Deadpool. The $130 million raked in over that first weekend alone was enough to make it the biggest opening ever for an R-rated movie, but let's not forget how all of those moviegoers came to know about the film in the first place.
The marketing strategy was clever, it was creative, and it will likely be remembered for years to come. See some of it for yourself in the promo video below:
You could even argue that all of the GIFs, billboards, videos, and PSAs are the main reason Deadpool did so well, and living up to his 'nice guy' reputation, Ryan Reynolds decided to give credit where credit is due. He posted a selfie with the entire marketing team.
Marc Weinstock, the president of domestic marketing at 20th Century Fox, had this to say:
"We had a fantastic superhero movie on one end and a hilarious comedy on the other and we knew if we did our job right we could bring in both audiences. This reaffirmed my faith in social media. There's a lot of debate as to whether or not social media can really open a movie… and this proves it can."
It all started back in March 2015 when Ryan Reynolds tweeted that image of the Merc with a Mouth laying on a bearskin rug. From then on, the teasers just didn't stop coming, with a huge variety of posters, billboards, inventive video clips, social media, and other viral content like this 'Touch Yourself' promo:
Fox definitely took a bit of a risk when they decided to spend $58 million on a relatively unknown, pretty unconventional antihero. But against all odds, Deadpool has gone on to be an incredible return on their investment.