While anticipation was high for the release of Deadpool, the resulting box office numbers were likely a lot bigger than the studio had even expected. Currently sitting at over $760 million worldwide, the film didn’t just break comic book movie records; it now stands as the top-grossing R-rated movie of all time. To no one’s surprise, Fox recently confirmed long-standing rumors that there will be a Deadpool 2.

Fans flocked to see the former Special Forces operative turned mercenary Wade Wilson – a bold, fast-talking, wildly inappropriate anti-hero with accelerated healing powers thanks to a totally-not-AMA-approved experiment. Star Ryan Reynolds went all-in on the hilariously innovative marketing campaign, which capitalized on the Merc with a Mouth’s irreverent humor and fourth-wall-breaking style.

That campaign continues with the upcoming Blu-ray release of Deadpool on May 10. Packed with special features that include audio commentaries, a gag reel, and “Deadpool’s fun sack,” the Blu-ray could possibly break even more money-making records for the studio. Once again, Reynolds has been working the promotional angle, tweeting out promos like the one below, which markets Deadpool just like our favorite cringeworthy ads for erectile dsyfunction pills.

The commercial features Deadpool in cheesy romantic vignettes while his voiceover spells out side effects like: “If you experience hair loss, skin sores, and irritability… you may actually be Deadpool.” We’ll leave you to discover Wade’s response to the most famous side effect for little blue pills.

Like the previous marketing, it gives relevant information about the product with crazy humor that gets people talking, even if it’s just about what exactly Reynolds means by “groin trauma.” They’ve even included a handy hashtag, #Deadpole, to keep the conversation going on social media. While Deadpool was so popular it probably doesn’t need a heavy Blu-ray marketing campaign, it makes sense to keep going with what works. As long as the ads remain this clever, the buzz for the franchise will continue, building naturally into even bigger excitement for the sequel.

X-Men: Apocalypse will see theatrical release in the U.S. on May 27th, 2016, followed by Wolverine 3 on March 3rd, 2017, and unannounced X-Men films on October 6th, 2017 (possibly Gambit), January 12th, 2018 (possibly Deadpool 2), and July 13th, 2018. The New Mutants is also in development.

Source: Ryan Reynolds

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