For many people, Twentieth Century Fox aced the marketing campaign for Deadpool last year, and it’s safe to say they’ve done the same with Logan. Though much of the hyped has been stirred up via social media posts from director James Mangold and star Hugh Jackman, the more traditional advertising items have also done a great job generating enthusiasm for what is sold as Jackman’s last performance as Wolverine. The two theatrical trailers illustrated the film’s gritty Western sensibilities, hinting at an X-Men installment that’s far more grounded and realistic than ever before.
Logan is only a few weeks away from its theatrical premiere, meaning it’s time for the studio to come down the home stretch in terms of promotion. Lately, there’s been an influx of TV spots, including an emotionally-riveting Super Bowl promo set to the song “Amazing Grace”. Now, another advertisement has made its way online (watch it above), which places an emphasis on the various threats Logan, Charles Xavier, and Laura, a.k.a. X-23 encounter on their quest.
Whereas previous looks at Logan were more about establishing the tone and atmosphere, this spot is primarily concerned with pushing the superhero action moviegoers have come to expect from the genre. After learning Laura is a “new mutant” who needs his help, Logan is forced to do battle against the likes of Donald Pierce and Richard E. Grant, who want the girl for their own nefarious purposes. Most of the dialogue here is the standard fare (i.e. “You will not survive.”) to set up the general plot and conflict between the characters. Fans are also treated to footage of Wolverine and X-23 brutally taking enemies out, much of which is recycled from the earlier trailers.
While this Logan spot is more high-octane than the quieter, contemplative previews, it nevertheless is still very effective. The dire stakes of the situation are clearly brought to light, pitching the film as something of a race against time as Wolverine and Xavier try to guide X-23 to safety. Logan takes place in a future where most of mutantkind is long gone, which makes Laura a valuable commodity for interested parties. The exact motivations of Grant and Pierce will most likely not be revealed until the movie comes out, but they’re still presented as intimidating antagonists here in marketing. Pierce is able take Wolverine down with ease, an indication of his immense strength.
With all of the Logan trailers and posters earning a positive approval rating, the only question left is if the film itself can live up to the hype. Fortunately, it sounds like Logan will be a worthy swan song for Jackman; Fox screened the first act during a showcase event, and the reactions were very exuberant. Hopefully, the full picture delivers a thrilling and compelling adventure – perhaps one of the best comic book movies of all-time.
Source: 20th Century Fox (via YouTube)
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