Deadpool as a character has a history of disruption, combined with Ryan Reynolds quick wittedness, the unique marketing campaign practically generates itself.

Starting with the controversial leaking of test footage, which gained the fan base momentum that convinced the studio 20^th Century Fox to support the film, who otherwise would not have seen the value in the project. The campaign for Deadpool’s rise to stardom is riddled with the bullets of an unconventional marketing gun.

1. Traditional film marketing took place solely in the insulated rooms of the studios marketing teams, who chop-shopped films scenes to create a spangled display of a film’s biggest stars and fastest action. Here enters Deadpool to slice and dice the bureaucracy of studios, foul-mouthing as he does it. Ryan Reynolds’ direct influencer involvement allows the narrative and characteristics of the film to become present to the viewer along with social media, fans can interact with the character of the film, creating a digital gateway to the landscape of one of Marvel’s many universes. Its this call to action that ignites the burning flames of major fandom that far exceeds the limitations of brand advocacy. 
2. With the engulfing success of the first film, 20^th Century Fox stepped up their game with Deadpool 2’s takeover of the studio. With the film being Fox’s largest box office hit, grossing over $100,000,000 more than their next hit, last year. The campaign carried steam after the film was released and into the DVD/Blu-ray, traditional conceded the final nail in the coffin for a film. However, Deadpool gleefully buried itself in a montage of self-loving, 4^th wall breaking, indulgence by going viral with the creation of “deadpoolised” box covers for other 20^th Century Fox films. Not only does this promote Deadpool but applies a healing factor to the other 20^th Century Fox’s I. P’s.
3. The camping’s bases of brining an onslaught of influencers, with hidden cameos from Brad Pitt and Matt Damon bring a nod to the hall of fame. A combination of this tactic and repeatedly beating the dead horse of topical pop culture references has led to the amalgamation that is the limited theatre run of the PG Christmas version. Aiming the franchise at a younger market may seem obvious, however with the main drive coming from Fred Savage, star of the 80’s cult classic The Princess Bride. The scopes are set for a similar audience as the bloody, violent and rude grown up version but with the added bones of begin able to legally bring a kiddywink into the theatre. 

The Deadpool franchise has propelled digital and viral film marketing to a new level but has it all been for nought. With Disney buying 20^th Century Fox and all their properties including the rooting, shooting, merc with a mouth. Will they demolish what Deadpool has built and refurbish with a fresh coat of Disney’s shiny and clean branded paint. In my opinion, probably not because they are smarter than that and least we forget that Disney owned Mirror Max during the creation of Pulp Fiction.