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“Deadpool 2” marketing strategy somehow lives up to sequel’s hype

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Once again, 20th Century Fox plays to the strengths of its merc with a (marketing) mouth, expanding to product tie-ins, celebrity recruits, and more.

Sequels are tough. This is not a new or hot take, but whenever you start to think about the quality of yet another sequel, it’s a good time to remember that for any follow-up to a successful debut–whether it’s a movie, an album, a restaurant, or even a first date–the sheer weight of expectation is often too much to bear. Even a sequel that, if judged completely separate from its predecessor in some sort of space-time vacuum, is an equal or even superior product, it can still be declared a disappointment because, well y’know, space-time vacuums don’t exist.

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