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Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Trade reporting put Disney’s marketing spend for Deadpool & Wolverine at $100 million or more, while separately valuing the film’s brand partnerships at $135 million. Those are different measures: the first is a reported studio-spending estimate; the second is a reported partnership value, not a confirmed cash payment to Disney or an audited total campaign cost.
What do the $100 million and $135 million figures mean?
The Hollywood Reporter reported in 2024 that Disney’s marketing spend for the film was at least $100 million, describing that amount as the going rate for a summer tentpole. It is a press estimate, not an individual-film expense disclosed in a Disney filing. The Hollywood Reporter’s campaign report also put the value of brand partnerships at $135 million.
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That $135 million figure should not be read as $135 million in cash paid to Disney, as a verified amount partners spent on advertising, or as an additional Disney expense. The published reporting does not specify whether the valuation combines cash, media value, licensing, partner activation budgets, or other components. It also does not establish a single audited total for promoting the film. The Hollywood Reporter is the source for both reported figures, but they describe different things.
How did the campaign reach audiences?
A Super Bowl trailer launch
The first trailer aired during the Super Bowl. The Associated Press reported that it drew 365 million online views in its first 24 hours; that is an AP-reported view count, not a separately established audit or a measure of ticket sales. The film’s official Marvel page identifies the movie and its release context, while the Associated Press report covers the trailer and director Shawn Levy’s approach to the film’s tone.
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- Marvel Studios presents their most significant mistake yet. His days as Deadpool behind him, a listless Wade Wilson toils away in civilian life. But when his homeworld is threatened, he reluctantly suits up as he tries to convince Wolverine? oh hell, just watch. Warning: Some flashing-lights scenes in this film may affect photosensitive viewers.
Brand promotions, from pizza to collectibles
DiGiorno built a limited-edition pizza promotion around the film’s humor. Amazon Ads describes the campaign as using its advertising products and reports 322 million impressions. The company also reports a 6.6% offline sales lift among non-brand buyers and a 54% increased likelihood of consideration among adults. These are vendor-reported findings for the DiGiorno campaign, not results for the film’s whole marketing effort. Amazon Ads’ case study supplies the campaign description and figures.
Campaign agency New World Group lists collaborations including Aviation Gin, DiGiorno, Heineken, and Jack in the Box. Its portfolio also describes a “Come Together Charm Necklace” collectible, blind-packaged in plastic eggs with a Deadpool/Wolverine coin. That is the agency’s description of campaign work, not independent verification of partnership spending or current stock. New World Group’s portfolio page documents the examples; current retail availability is not established.
Rank #2
- Marvel Studios presents their most significant mistake yet. His days as Deadpool behind him, a listless Wade Wilson toils away in civilian life. But when his homeworld is threatened, he reluctantly suits up as he tries to convince Wolverine? oh hell, just watch. Warning: Some flashing-lights scenes in this film may affect photosensitive viewers.
A UK blood-donation partnership
Disney UK partnered with NHS Blood & Transplant on the “Be the Giving Type” campaign, with Ryan Reynolds and Hugh Jackman encouraging people in the UK to donate blood. Disney UK said the campaign ran from 4 July to 23 August 2024 across cinemas, streaming platforms, and social media. Disney UK’s announcement describes the campaign and its dates.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What do the campaign metrics tell us—and what don’t they?
The figures capture different activities and outcomes, so they cannot be combined into one measure of reach or effectiveness. AP’s 365 million figure is a reported count of online trailer views during the first 24 hours. Amazon Ads’ impressions and DiGiorno sales and consideration figures concern one brand campaign, as reported by the advertising vendor. Neither set of metrics establishes how many people bought movie tickets because of the promotion.
Rank #3
- Ryan Reynolds and Hugh Jackman reprise their roles as Deadpool and Wolverine in this superhero action adventure sequel directed by Shawn Levy.
The available reporting also does not show that the campaign’s promotional activity caused the film’s box-office performance. It documents substantial reported marketing and partnership activity, but not a causal measurement linking that activity to ticket sales.
Quick Recap
Best Value
- Marvel Studios presents their most significant mistake yet. His days as Deadpool behind him, a listless Wade Wilson toils away in civilian life. But when his homeworld is threatened, he reluctantly suits up as he tries to convince Wolverine? oh hell, just watch. Warning: Some flashing-lights scenes in this film may affect photosensitive viewers.
Rank #4
- Blu-ray
- Region Free
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
