Whether you’re a die-hard comic book fan or just like to go to the movies every now and then, 20th Century Fox’s Deadpool has to be near the top of your list of favorite superheroes of all time. The foul-mouthed anti-popularity hero’s can be attributed, at least in part, to Ryan Reynolds’ performance as Deadpool.
Deadpool 2, the critically acclaimed and commercially successful sequel, was just released and had already amassed a total of $318,488,214 as of September 30th, this year. The DVD was bound to be a commercial success given how well the film was received. However, the communications agency Premier had something much more impressive in mind for the release.
The film’s limited-edition copies were then housed in special-edition VHS-style boxes, and customers who brought along their old Blockbuster membership cards received a free copy of Deadpool 2. Fans of Deadpool were able to visit a special Blockbuster store in Shoreditch that was set up for two days only for the film’s release. Because of the special release, fans flocked to the makeshift Blockbuster store in east London, which proved to be a huge success. But what exactly about the event compelled fans to do so?
A Brief Overview of Blockbuster’s History
Those who are old enough to remember a time when Blockbuster was still in business will immediately begin to wax nostalgic about “the good old days.” In the days before the internet, Blockbuster was the place to go on a Friday night after work to pick up the VHS (yes, people still used them) of a movie you wanted to see but couldn’t find anywhere else. Walking into Blockbuster was like entering a digital candy store.
In addition to a wide variety of delicious snacks and drinks to enhance your movie-watching experience, Blockbuster also provided a welcome break from the mundane routine of everyday life and was the equivalent of walking into a candy store. This was true whether you were throwing a party for a few friends, trying to woo a first date, or simply unwinding with a few beers after a long day.
Although there is still one store open in the United States, the company officially went out of business in 2013, and there has been much debate about why this happened since then. Some blamed the chain’s demise on the advent of the internet, while others blamed it on the company’s poor management.
According to online casino Betway, the company definitely shot themselves in the foot when they rejected a deal in which they would part with $50 million for media service newbie. Netflix, in order to assist with the launch of their new DVD-by-mail service – Whatever side of the Blockbuster debacle you are on, it is fair to say that the company definitely shot themselves in the foot when, as reported by online casino Betway, they rejected a deal in which they would help Blockbuster generated nearly $6 billion in annual revenue in the 1990s, but the company is now nearly bankrupt. Netflix, on the other hand, has a market value of approximately $152 billion and is thriving. Even though they say hindsight is 20/20, there’s still a good chance that someone who used to work at Blockbuster is crying into their microwave meal while ironically watching a Netflix special. This is because, as the proverb goes, hindsight is 20/20.
It’s Difficult To Find Good Nostalgia.
Premier ensured that you wouldn’t forget Ryan Reynolds and his red spandex in a hurry by creating an elaborate and impressive marketing campaign for the first Deadpool film. From the poo emoji advertisement to the Celine Dion music video and the deceptive but brilliant Valentine’s Day trailer, Premier made sure you wouldn’t forget Ryan Reynolds and his red spandex in a hurry. It is critical to remember this. Given all of this, the concept used to promote the release of the Deadpool 2 DVD had to be outrageous and audacious, and the pop-up Blockbuster store embodied both of these qualities in equal measure.
To begin, buying a DVD from a store of any kind is a relatively novel concept. Waiting is increasingly becoming a thing of the past, given that placing an order online has never been easier, and that websites such as Amazon offer next-day delivery. Furthermore, it is now possible to buy a movie, download it, and begin watching it within minutes, implying that there is no need to ever get off the couch.
Because Deadpool was such a hit with the older demographic due to its adult humour, the Blockbuster pop-up shop was automatically targeting those who were old enough to remember the chain’s glory days, and as a result, Premier and 20th Century Fox Entertainment were onto a winner from the start.
The Appropriate Use of Marketing
If the group of people who devised the concept of pop-up Blockbusters did not receive a significant pay raise, it is time for them to look for work elsewhere. You could be forgiven for forgetting that Blockbuster ever existed, as the introduction of services like Netflix has certainly softened the blow of the company’s demise, which has certainly comforted many avid film enthusiasts who were saddened by the company’s departure.
The introduction of the temporary pop-up store, on the other hand, undoubtedly struck a chord with people, and the fact that it received national attention meant that even people who were not present at the time of the release were still targeted.
It would have been understandable if the Deadpool 2 production team decided to rest on their laurels, pocket the money, and call it quits after the film’s phenomenal box office performance. They did not, however. Nonetheless, the fact that Premier and 20th Century Fox went above and beyond is evidence of effective marketing and shows that both of these companies are performing at their peak. Who knows where Blockbuster would be today if those types of people were in charge when they still had the entertainment industry eating out of their hands?