Viral marketing campaign pays off for Deadpool as film takes nearly $15m in first weekend
The latest Marvel Comics superhero to hit the big screens, Deadpool, has benefitted from a successful below and above the line marketing campaign to pull in almost $15m in its opening weekend – more than the rest of the top 20 films combined.
Deadpool stars Ryan Reynolds as Wade Wilson, an everyday man subjected to an experiment that leaves him with new abilities, who hunts down the man who nearly destroyed his life, took $14.943m on 396 screens.
By comparison, Zoolander 2, starring Ben Stiller and Owen Wilson as hapless male models, could muster just $2.736m on its first full weekend of launch on 358 screens to claim second spot, with total takings so far of $3.928m.
