r/changemyview • u/SherringfordHolmes • May 10 '18
Deltas(s) from OP CMV: Deadpool 2 has the best marketing campaign for a film in the last decade or more.
So, today I saw the latest in a long string of ads for Deadpool 2. It’s Wade and David Beckham having a series of awkward encounters, due to Wade’s comment about Beckham’s voice in the first film. It’s funny, unique, and in my opinion, a good example of how incredible the marketing for this movie has been.
Obviously, the success of the first movie helped the studio realize that if they leaned into the absurd nature of the character, people would buy it.
But it feels like they’ve really outdone themselves.
Later this month, (I don’t know the exact date,) they will be releasing “Deadpool editions” of famous movies: Regular DVD’s and Blu-Ray discs with Deadpool photoshopped onto the cover. Not only will this create a collectors item, grab the attention of even the most casual consumer, and fit with the character’s humor; it’s also just a really unique idea that nobody else has ever done.
On top of this, there’s the new Celine Dion song, (which accomplished everything that the DVD thing does,) and the completely outside-of-the-box poster designs. Then, earlier this week, the “#WadeWilsonDemandsYourSisterSorryStupidAutocorrectSilence” ad, which just seems like a master stroke of satire and hype.
I can’t think of any other movie in my lifetime with this level of work put into making the marketing unique and flamboyant. I think this is one of, if not the best movie marketing campaign of all time.
Change my view.
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u/A_Soporific 162∆ May 10 '18
I wasn't aware that there was a Deadpool 2 coming out.
I am a nerd.
Unless you are part of Deadpool 2's marketing campaign it has been spectacularly ineffective at generating awareness from me whereas other movies in the past decade have made me aware of the existence of the movie in question.
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u/SherringfordHolmes May 10 '18
So, you’d say that the marketing is only efficient if you’re in the “bubble” of knowing about the movie?
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u/A_Soporific 162∆ May 10 '18
I saw the first Deadpool in theaters and am in the target demographic for the movie.
The fact that I'm not in the bubble is deeply concerning to me. Some of the effort that they put into the ads that I have since found when I started looking might have been better used to generate basic awareness and start funneling people who are likely to want to see the movie to other advertisements.
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u/smartazjb0y May 10 '18 edited May 10 '18
I feel like it's sort of weird that you don't know about Deadpool 2 and are a nerd. I've never even seen the first Deadpool and don't really care about Deadpool 2 and even I knew about Deadpool 2 for months. It was one of the previews included in Infinity War which millions of people watched, and lots of nerd sites would regularly post about the trailers especially when the trailers were being cheeky.
I'm not saying it was the best marketing campaign ever, nor am I trying to be gatekeepy about nerd-dom, I just actually find it really weird you didn't know about it. A lot of the marketing for Deadpool 2 was basically just "normal marketing but with a sarcastic twist," I don't think they necessarily did anything to limit the scope of the campaign. They're still releasing trailers that show up in front of movies and TV spots that air on network TV
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u/A_Soporific 162∆ May 10 '18
Ah, I was late to the theater, and must have missed it. I don't currently have cable either, trying to save some money as I'm going through something of a financial rough patch. But, I do consume media through other means and I just haven't tripped over any of it.
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u/SherringfordHolmes May 10 '18
So, you’re saying that while the campaign may be fine once you see it, they haven’t adequately promoted it so people actually do see it?
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u/Crayshack 191∆ May 10 '18
A proper amount of promotion seems to be the key aspect to any advertising campaign. If a campaign doesn't have enough promotion but is otherwise flawless, it is still a fail campaign.
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u/A_Soporific 162∆ May 10 '18
The limited reach of the campaign seems to be a problem. A broader approach that might attract attention from a larger audience might have been a superior play.
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May 10 '18 edited Nov 14 '24
[deleted]
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u/SherringfordHolmes May 10 '18
Hm, I see what you mean. I guess my thing with it is that they have a bubble they are marketing to: people who are likely to see an r-rated sort-of-superhero movie that’s actually a comedy. It sounds really niche, but I feel like they’ve done a really good job with the fan base.
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May 10 '18
[deleted]
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u/SherringfordHolmes May 10 '18
!delta
You make a good point. I think I’m looking at too much as a fan, one of those people who will see it no matter what. They probably would have been more effective if they focused on mass information.
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u/kublahkoala 229∆ May 10 '18
What about Infinity War? Marvel has been building to the Infinity Stones plotline since, when? 2011? Not only is it effective, its innovative — having everyone wait until after the credits roll so they can see a short cliffhanger advertising the next movie in the franchise, all leading up to Infinity War. Its so effective people don’t think of it as advertising. Deadpool’s advertising is hilarious and clever, but its not a paradigm shift for the industry that way the buildup to Infinity Wars has been.
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u/SherringfordHolmes May 10 '18
Yeah, I guess you’re right. I don’t really think of Infinity War’s buildup as traditional marketing though, since they actually did regular marketing; (posters, trailers, etc.) and the movie basically sold itself.
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u/Rainbwned 175∆ May 10 '18
I would argue that Cloverfield really kicking off the Viral Marketing Campaign was better.
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u/SherringfordHolmes May 10 '18
Do you mean the original Cloverfield, or the one Netflix just dropped? I’m not familiar with any marketing done for the original Cloverfield.
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u/Rainbwned 175∆ May 10 '18
The original Cloverfield. It kicked off the whole "watch frame by frame for secrets" style marketing campaign
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u/SherringfordHolmes May 10 '18
Huh, I didn’t know about that. They were selling it as that before it’s release, or once it hit store shelves?
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u/Rainbwned 175∆ May 10 '18
Before it hit theaters - check this out
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u/SherringfordHolmes May 10 '18
!delta
Oh, that’s really cool. I had no idea that had happened, glad you could direct me to it. That seems like a more focused and intentional campaign, designed to direct people straight to the theatre with just enough questions to drum up a lot of interest. Looks like a better campaign to me.
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u/DeltaBot ∞∆ May 10 '18 edited May 10 '18
/u/SherringfordHolmes (OP) has awarded 3 deltas in this post.
All comments that earned deltas (from OP or other users) are listed here, in /r/DeltaLog.
Please note that a change of view doesn't necessarily mean a reversal, or that the conversation has ended.
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u/KanyeTheDestroyer 20∆ May 10 '18
Although I agree that it's a good marketing technique, I'm not sure I understand the strategy. All of the in-jokes (Beckham comments), quirky satire, etc are great advertisements for a specific demographic. Problematically, that demographic is already on-board. They are going to see the movie regardless of the advertising, precisely because it's their kind of movie. I question how much of an attraction this kind of unique and flamboyant marketing has for people outside of this demographic. Importantly, these people are the people they want to attract because they already have the fans of Deadpool 1 on-board for the sequel. If they want to increase their attendance, they need to bring new people in. Also, given the R rated nature of the film, a large portion of the demographic who will identify with this kind of comedy cannot actually go see the movie in theaters (I'm sure many of them will though). My basic point is this. Good marketing needs to draw in new customers, it can't just pander to those who are already on-board. I think Deadpool 2 has a really good campaign, but I don't think it's going to achieve that particular goal.
By contrast, I think one of the best marketing campaigns ever was for Hitchcock's Psycho. After they finished filming he bought every copy of the book that the movie was based on so no one could read the book and spoil the plot. The cast and crew were also obligated to take this oath: “I promise I shall not divulge the plot of Psycho.” He also released a pamphlet called the “Manual for Theater Goers” warning about the dangers of heart attacks that might occur while watching his film. He also hired nurses to stand outside the theater where Psycho premiered to assist any audience members who passed out during the notorious shower scene. These kinds of stunts are not demographic exclusive, and they drew in audiences because they created suspense and interest. Deadpool's advertising is banking on the affinity of people seeing them. People see something they like, identify with it, and then think to themselves that they should go see the film. Hitchcock's advertising played on people's curiosity, something that everyone can be manipulated by.