From offbeat humor to real-world marketing and strategic partnerships, as well as clever trailer and content launches, we supported key publicity stunts and marketing efforts that embedded the Deadpool franchise into the cultural zeitgeist. From marketing the first movie as a romantic comedy (rather than a comic book film) with its Valentine's Day release, to the unlikely appearance of Deadpool on the cover of Good Housekeeping's Thanksgiving issue to kick off the campaign for the second movie, we made sure every move captured attention. We orchestrated memorable moments like Deadpool impersonating Bob Ross in a trailer launch, and his dancing in heels in Celine Dion’s official music video for the original soundtrack hit "Ashes."

At NEWHOUSE, we ensured every marketing tactic and content launch was successfully syndicated across press outlets, social media platforms, and creator channels. The result? Each Deadpool title grossed hundreds of millions and even crossed the billion-dollar mark worldwide at the box office, making it the most profitable R-rated film franchise in history.