EDITORIAL: THE UNTITLED DEADPOOL SEQUEL's Marketing Campaign Could Be Game-Changing

The Merc with a Mouth is once again having fun in the world of film promotion, and this creative approach might end up helping it stand out in a month that's crowded with potential blockbusters. Read on...

The Untitled Deadpool Sequel is only a few months away, and it’s looking more and more likely that this is the only title we’re going to get. While running a meta marketing campaign is nothing new for the Deadpool franchise, not actually giving the film a title would be a whole other level of self-awareness.
Of course, there is still plenty of time to give the film a proper title, and there are hints that the studio is just going to go with Deadpool 2. However, considering how the film’s official marketing materials to this point have been careful not to say what the movie is called, who knows? This approach wouldn’t really work with a lot of properties, but Deadpool just might be able to pull it off.
It would take something this bold to up the ante from the first film’s viral marketing campaign, where 20th Century Fox was able to accurately represent the character's meta nature through the film’s advertising. From the billboards that painted the film as a Nicholas Sparks movie to the many viral clips that were released, Deadpool had one of the best promotional campaigns in recent memory.
The marketing for the sequel has been unconventional, and that’s pretty much what we should expect from the Merc with a Mouth. First, there was the hilariously grim short film that played before Logan, then the first official photo of Domino that referenced our first look at Deadpool. 
In November we got a short sneak peek at the sequel with the Bob Ross-inspired “Wet on Wet” teaser, and last month we saw something a bit closer to a typical trailer in “Deadpool, Meet Cable.” However, with the movie’s release rapidly approaching, it’s likely we’ll see more conventional marketing tactics start to kick in pretty soon. 

TV spots for the Untitled Deadpool Sequel should be coming in the next month, and it would be an unprecedented move for a tentpole movie like this to advertise itself on television the same way the film has been marketed so far online. The success of the first Deadpool film should make Fox confident about this sequel, but the movie will face stiff competition at the box office. 
While Deadpool 2 opens three weeks after the release of Avengers: Infinity War, the Marvel team-up will probably still be doing pretty good business by May 18. Solo: A Star Wars Story also opens the following week, and while there is not a ton of buzz surrounding the film, Star Wars is always a force to be reckoned with at the box office. 
Deadpool was able to set records in February, but with a summer release date, it won’t be as easy to dominate cinemas. However, Fox showed their faith in the film when it was pushed up from June to May. Perhaps this was because they think the movie can capitalize on what could be an underwhelming opening weekend for Solo
Disney might also be doing Fox a favor by moving Avengers: Infinity War up a week. This seems to be a mutually beneficial move, as an extra week in between two comic book movie releases will give both films some breathing room. The fact that these two companies might soon be owned under the same umbrella makes the move even more interesting. 
The Untitled Deadpool Sequel will be opening in a tough month even with these changes, but its unconventional marketing campaign could help it stand out in the crowd of summer blockbusters. There is an important distinction between releasing the occasional piece of viral content and releasing trailer after trailer to the point where the whole movie is spoiled. Despite the movie's significant online presence, we still barely know anything about the plot.

This is a perfect example of a studio capitalizing on what makes their franchise unique, and it’s something that Fox would be wise to do with some of their other properties. 
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