Ten different marketing techniques the film Deadpool used to promote the film.

1. Marketing techniques used to
promote the film
1. Actors - Ryan Reynolds
2. Social media
3. Posters
4. Release date
5. Age rating/certificate
6. Trailers
7. IMAX announcement
8. Charity
9. Billboards
10.Leaked footage

2. 1. Actors - Ryan Reynolds
• Ryan Reynolds is a very well known actor
who provided promotional material for the
Deadpool film
• Reynolds shot countless pieces of additional
content, aggressively advocated for the film
on his own social media accounts and took
part in numerous promotional events
• Ryan Reynolds has 1.49 million followers on
his Twitter account to which he posted lots of
tweets regarding the Deadpool film

3. 2. Social media
• Instagram: https://www.instagram.com/deadpoolmovie/
• Twitter: https://mobile.twitter.com/deadpoolmovie?p=s
• Facebook: https://mobile.twitter.com/deadpoolmovie?p=s
• This allows Deadpool’s viewers to keep up-to-date with the latest news
and events
• It’s like the character Deadpool actually has an Instagram account in which
he provides the same laughs he does in the film
• All these aspects of social media are taking over the media and the
marketing campaign
• The marketing team behind Deadpool recognised their fan base and
approached them via social channels highlighting the direct, hilarious,
original and sometimes offensive characterisation of the Deadpool
character

4. 3. Posters
• Numerous posters were released and this sparked excitement into the
Deadpool fans and the other members of the audience
• The posters raises expectations of the film being a romantic-comedy =
ironic

5. 4. Release date
• The UK release date was the 10th of
February 2016 - this date was close the
the half term holiday meaning their
target audience would be off
school/college, and maybe work
• The date was also close to Valentine’s
Day which the film used to their
advantage and produced posters,
billboards and jokes about it being a
“love story” or a “romantic film”
• Deadpool actually jokes in the film that
it’s a love story!
• This is used as a marketing tool as
people would clever and sassy humour,
which is everything the character
Deadpool is

6. 5. Age rating/certificate
• The film is rated a 15 as it has strong language,
sexual scenes, and violence
• It’s rated an R in the US (meaning viewers have
to be 17 and older, or accompanied by an adult
• It’s rated this as it’s not a typical superhero film
and it appeals to an older, more mature age
group
• The Marvel film Deadpool differentiates from
the normal superhero films Marvel have
produced - this film is aimed at older viewers
and it’s not a family-friendly superhero film like
the other Marvel superheroes

7. 6. Trailers
• Official trailer no.1: https://www.youtube.com/watch?v=gtTfd6tISfw
• Official red band trailer no.2:
https://www.youtube.com/watch?v=OcAlu4S-BvI
• The first trailer starts off slow but quickly jumps into humour and action,
whereas the second trailer is a red band trailer (the equivalent of an R
rated movie - it means the content is intended for a more mature
audience) and it contains crude humour, strong violence and swearing
• They are made in order to make the public be aware of what they should
expect from the film and make them curious to see it

8. 7. IMAX announcement
• https://www.youtube.com/watch?v=YOHNgnzqQdY
• Deadpool starts the announcement by breaking the fourth wall and talks
directly to the audience saying that “bigger is better” when it comes to
watching films in IMAX
• The announcement quickly jumps from that to jokes and intense violence
• This technique may have been used to get a sense of the humour, the
action, the genre, and the tone of what the film will be like
• It’s encouraging the audience to view the film in IMAX, this is also more
expensive than watching it in regular 2d

9. 8. Charity
• Testicular cancer awareness:
https://www.youtube.com/watch?v=MDN5mVOCn4w
• Breast cancer awareness:
https://www.youtube.com/watch?v=e0T8dLAyT6I
• The Deadpool campaign worked alongside a cancer charity and posted two
PSA’s on checking for cancer
• Deadpool’s character, Wade Wilson, was diagnosed with cancer
• The trailers contain puns and the classic Deadpool humour which turns a
sad situation into one that can make you smile

10. 9. Billboards
• This billboard takes advantage of the
holiday Valentine’s Day and uses it as a
marketing advantage
• The billboard makes the
superhero/action/comedy film seem
like a romantic film
• I think this technique has been used to
portray a sense of the humour and the
jokes in the film Deadpool
• The character in the film actually jokes
about the film being a “love story”, it’s
ironic and funny and this draws more
attention to it

11. 10. Leaked footage
• The leaked footage appeared online that showed a CGI version of
Deadpool voiced by Ryan Reynolds
• The leaked footage was of Deadpool breaking the fourth wall by talking
directly to the audience
• The audience got a direct view of the type of character and the personality
of Deadpool/Wade
• The leaked footage caught 20th Century Fox’s attention which caused it to
be green-lit