A catalyst for Deadpool's unexpected success story was the razor-sharp marketing campaign that amplified Ryan Reynolds's flawless and fitting portrayal of the Merc with the Mouth. And it appears one particular tongue-in-cheek approach may've been taken literally by retailer Amazon.
Amidst the viral videos utilizing Reynolds's wit and vulgar verbal fluency, there were other campaigns, including a set of innovative billboards that set tongues wagging and internet discussion boards into meltdown. As well as a clever use of emojis, one set of billboards portrayed Deadpool as a romantic movie.
Fox had a marketing team who not only didn't miss a trick, they created a rulebook on how to make tricks. It's perhaps no surprise the campaign capitalized on the film's mid-February release date as an aid to men who wanted to take their significant other to see the R-rated superhero flick.
A Romantic Hit
However, as spotted by an eagle-eyed Redditor, it looks like the people at Amazon may've taken this a little too literally. Deadpool is currently ranked as the best-selling movie on their website, under the "Romance" section, beating the likes of Pride + Prejudice + Zombies, My Big Fat Greek Wedding 2 and Purple Rain.
I suppose before we assume this is a mistake or a misunderstanding, it could be a nod from a Deadpool fan, which ties in nicely with the marketing material for the film. Also, a large part of the story does center around the relationship between Wade and Vanessa, so perhaps this is just an example to show that Deadpool really is a film for anyone.
The record books would also certainly agree. As well as becoming the highest grossing R-rated movie of all time, with a box office taking of $772.3 million (against a modest budget of $58 million), it is also the highest grossing X-Men film to date.
Deadpool is available on Blu-Ray and DVD now.
Does Deadpool fit in the romance category?