When Disney acquired the rights to Deadpool, many fans were worried that the beloved anti-hero would be watered down for a more family-friendly audience. But no, we were wrong! Instead of diluting the signature Deadpool humor, Disney and Ryan Reynolds teamed up to create one of the highest-grossing R-rated films of all time.
The collaboration between Disney’s expertise and Reynolds’ marketing savvy created a magic potion that propelled Deadpool & Wolverine to the top of the box office charts. With global earnings surpassing $1.086 billion and brand partnerships valued at $135 million, Deadpool 3 is breaking records left and right.
Not only did these deals give Disney+ a reason to grin from ear to ear, but they will also make you wonder how Reynolds managed to turn every brand collaboration into a money-making machine.
Ryan Reynolds: The Actor Who Knows How to Sell Movies Right
Ryan Reynolds, a man who wears more hats than a milliner on a busy day, has been the driving force behind Deadpool 3’s audacious marketing escapades. And sure, while he might be a decent superhero but hasn’t won many medals for heroism (especially since he got the Nicepool variant killed), he’s certainly got a golden ticket in the marketing world. His real superpower?
The film has racked up an eye-watering $135 million in brand partnerships—one of the fattest figures ever seen in the Marvel Cinematic Universe (via THR). On top of that, this sum is in addition to Disney’s marketing spend of over $100 million, which is one of the biggest budgets ever allocated to an MCU project.
Yes, to everyone’s surprise, Disney’s marketing team threw caution to the wind. Partnering with Reynolds, they created a campaign that was anything but vanilla. Together, they turned Deadpool & Wolverine into a box office juggernaut, smashing records and earning a jaw-dropping $1.086 billion globally (Box Office Mojo).
Reynolds shared with The Hollywood Reporter:
The marketing was meant to feel all-audience audience as opposed to leaning into a specific comedy, action or superhero genre. The selection of collaborations sent a message about how broad we wanted to go — Heinz, Dave & Busters, NatGeo, TCM, and Bachelorette — but so did the way we wrote them, which was playful but not third rail.
Meanwhile, Asad Ayaz, Disney’s Chief Branding Officer, chimed in:
The challenge was to get the broadest possible audience, especially people who may not have seen a Deadpool movie or may not have seen a Marvel movie yet, or haven’t seen a Marvel movie in a while.
George Dewey of Maximum Effort, Reynolds’ marketing firm, marveled at Disney’s willingness to dive into the deep end:
Given the very R-rated history of Deadpool, Disney’s marketing team was shockingly supportive.
The film, a sequel to the smash hits Deadpool (2016) and Deadpool 2 (2018), directed by Shawn Levy, brings back Hugh Jackman in his iconic role as Logan/Wolverine.
Deadpool 3’s Best Brand Collaborations You Need to See
The latest installment of the Deadpool saga has gone all out, pulling off a marketing stunt so grand it makes a circus look like a backyard barbecue.
So who did Ryan Reynolds’ Deadpool and his merry band of marketers team up with? From Heineken to Adidas and even Heinz—yes, the ketchup and mustard pairing with Deadpool & Wolverine was a match made in marketing heaven. It seems the world couldn’t get enough of the Deadpool brand, as Asad Ayaz stated (via THR):
It got us into the cultural zeitgeist in a pretty great way.
And let’s not overlook the crowning jewel: a new line of Adidas Originals and performance footwear & apparel, inspired by the third installment of this iconic franchise (see Adidas News).
So there you have it: Reynolds’ marketing strategy isn’t just breaking the mold—it’s smashing it with a sledgehammer. With a wink, a nod, and a whole lot of sass, Deadpool & Wolverine have taken the world by storm, leaving audiences in awe and Disney+ with a major smile.
Catch Deadpool & Wolverine in theaters now.
