Fox Home Entertainment: Ryan Reynolds IS Deadpool

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Agency: Fox Home Entertainment

Background

Deadpool, a 2016 American superhero film directed by Tim Miller and written by Rhett Reese and Paul Wernick, is based on the Marvel Comics character of the same name, the eighth installment and a spin-off in the X-Men film series, and stars Ryan Reynolds as the titular character. The film was released on February 12 in the United States in IMAX, DLP, D-Box, and premium large format.

Social media is obviously very important in this day and age for any film, but there had been skepticism as to whether the approach alone could...

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