20th Century Fox’s “Deadpool 2” mounts a fun, bouncy tie-in promotion with the 7-Eleven convenience stores — which number 9,700 in the United States and Canada. I saw a humorous in-cinema advertisement where the “Deadpool” character interacts with 7-Eleven cashiers in a mischievous, droll manner.
The store chain wants customers to use their 7-Eleven rewards apps (if not already on a smart phone this is a reason to download!). There are the obligatory plastic cups emblazoned with the movie art. And, finally, there is a sweepstakes with trips as prizes.
An advantage of superhero movies is the costumed character can easily be inserted into promotions like this, since the likeness of “Deadpool 2” star Ryan Reynolds isn’t visible. Movie makers and promo partners can just use a double actor in costume. “A frequent sticking point in tie-in promotions is whether star actors will allow use of their likenesses, which cement the connection in the public’s mind between consumer goods and a movie,” notes the third edition of book “Marketing To Moviegoers.”
“Deadpool 2” premieres May 18 in the U.S./Canada and I can’t believe at this point the movie is not-yet-rated for audience classification. The first “Deadpool,” which was R-rated, is based on Marvel-comic themed property and was a surprise blockbuster grossing $363 million domestically in 2016.
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