Deadpool 2 Breaks Through at the DMV
Subversive Humor Meets Strategic Placement
To follow up the unconventional success of the original Deadpool, 20th Century Fox needed a marketing approach as bold and unexpected as the character himself. The studio turned to Must View Networks to help Deadpool 2 connect with real audiences in high-attention environments.
Tailored Creative. Captive Audience.
Leveraging MVN’s unique media footprint inside DMV offices, Deadpool 2 creative was specifically tailored to resonate with the setting—playing off long wait times and the shared frustrations of a captive audience. The campaign reached a wider, more diverse demographic than traditional channels could deliver, all while standing out in an uncluttered media environment.
Record Results
The strategy paid off. Deadpool 2 scored a $53.3 million opening day—the biggest ever for an R-rated film—and doubled its audience among older moviegoers compared to the original release. A smart, setting-aware execution helped an already edgy brand punch above its weight.
