Christmas may have come a little late for avid fans of Marvel’s anti-hero, Deadpool. However, there’s at least few who won’t be complaining anymore.
Fox studios surprised many rabid fans, who can’t wait to see the foul-mouthed assassin in action later this year, with a surprise to top all surprises — an early viewing of the completed film. Advertised a screening of new footage, fans were elated when told just before curtains opened that they would be seeing the complete film. Just to put a cherry on top of the superhero sundae, Deadpool himself (Ryan Reynolds) was on hand to meet and greet fans.
— Deadpool Movie (@deadpoolmovie) January 19, 2016
This is how I just spent my afternoon! OFFICIALLY ONE OF MY FAVORITE MARVEL MOVIES OF ALL TIME. SO GOOD! pic.twitter.com/6bMTVusfGi
— Nadeshot (@Nadeshot) January 19, 2016
Filmmakers and studios alike may take note on how Fox has promoted their film so far. Led by Reynolds and director Tim Miller, the ground swell around Deadpool is very much a product of a “grassroots” style campaign. Much like thousands of political operatives are doing in Iowa and New Hampshire ahead of the presidential primaries, those responsible for the upcoming film have taken their campaign directly to avid fans. In addition to the recent surprise screening, fans have been frequently engaged via social media, the Internet, and other surprises in a film that Reynolds states has been made “for the fans.”
If Deadpool’s box office success can match its marketing success, more personal fan-friendly marketing (as opposed to generic mass marketing) may prove to be the wave of the future.
Deadpool is in theaters on February 12, 2016.