If there is anyone left with a television and/or Internet connection who does not know that there is a Deadpool movie hitting theaters soon, it is not for a lack of marketing. Just as the Deadpool comics and movie are an over-the-top, fourth wall-breaking parody of a specific kind of ultra-violent, hyper-masculine superhero archetype, the marketing campaign for the movie has acted as an over-the-top, fourth wall-breaking parody of the kind of relentless, non-stop marketing campaign typical to big-budget superhero movies (with some other genres thrown in for good measure, too).
The number of TV spots that have been released for the movie so far has been pretty prolific, but the Merc with a Mouth’s marketing team is not done yet. Fans who want to see every last bit of footage they can of the movie before finally getting a chance to see it all put together on the big screen have now been treated to three new TV spots.
Three more TV spots have arrived, and with them comes more action, more jokes, and more of DMX’s “X Gon’ Give It to Ya.” There’s even something for Italian-speaking fans, as one of the ads is entirely in italiano (with the exception of the aforementioned DMX song). Despite these being the latest in a long line of TV spots, though, they still manage to avoid anything in the way of plot spoilers. At best, they spoil a joke here and there.
The moviemakers at Fox have done wrong by Deadpool in the past, making the character just about unrecognizable in X-Men Origins: Wolverine. That unfortunate moment in superhero cinematic history, though, was a large part of the impetus for the new movie after fans, as well as Deadpool star Ryan Reynolds, clamored for the wisecracking anti-hero to have his own solo film that did right by its source material. The reaction from Fox proves that sometimes fans can get what they want, and the lengths to which Fox has gone with the marketing campaign certainly shows that the studio is heavily invested in making the movie work.
Are all these trailers, TV spots, Instagram posts, and billboards becoming overkill? There is such a thing as oversaturation, and it could be argued that the Deadpool marketing campaign is reaching that point. The movie is hitting theaters in under a week, though, so this is arguably the most important time to make as many people aware of it as possible. Oversaturation is preferable to no one having heard of the movie, and at the very least Fox is making every effort to make sure that does not happen. Whether or not they succeed will be determined by how well the R-rated feature does in theaters, but if early reactions from audiences are any indication, the Merc with a Mouth’s solo debut will not disappoint.
Deadpool opens in theaters on February 12, 2016, followed by X-Men: Apocalypse on May 27, 2016;Gambit sometime in 2017; Wolverine 3 on March 3, 2017; and some as-yet unspecified X–Men film on July 13, 2018. The New Mutants is also in development.