Beyond the Screen - HNC Media (Clydebank) students

Page 11
“I felt
like it was
something I
should see.”
attract an ‘R’ (UK 18)
rating for a faithful
adaptation seemed like a
risky project for Fox.
However, the film version
managed to generate
interest even before it was
made when test footage
was leaked online. In two
minutes fans and nonfans
got a taste of what a
‘Deadpool’ movie could
be. Social media buzz led
to the studio greenlighting
the project and played a
big part in the marketing,
and emojis were used in
poster.
Ryan Reynold’s dedication
to the character of
Deadpool helped. He
made multiple appearances
in character including a
very well played April
Fool’s Day appearance to
announce the R rating.
It clearly helped as
‘Deadpool’ would go on to
be one of 2016’s highest
grossing films. It made
$363 million domestically
and $420 million
internationally. Audiences
Discussion
here seemed to react
positively. A media student
told me: “I knew very little
about ‘Deadpool’ before it
came out’ but after seeing
some of the trailers and
the poster I felt like it was
something I should see”.
A fan of the comic books
said: “I probably would
have gone to see it anyway,
but the ads just made me
see that the character was
being done correctly.”
On the opposite end
of the scale, ‘The Iron
Giant’ received very little
marketing at all. Brad
Bird’s directorial debut
was a case of being in the
Deadpool: Valentine’s Day Promotional Poster