Ryan Reynolds has revealed that his recent incarnation as a global marketing supremo came about in part because of tireless efforts to get his hit comic movie Deadpool off the ground.“I spent ten years trying to get the film Deadpool made — it was hell,” he told an audience at the Cannes Lions advertising event in France today. “We shot some test footage, some absolute bastard leaked it onto the internet, and that’s what got the movie made.”Reynolds was speaking in his capacity as Chief Creative Officer of ad-tech firm MNTN, which last year bought the marketing division of the actor’s production company Maximum Effort, for which he has created ads for a number of his film projects and for brands such as Peloton and R.M.
Williams.He said Deadpool “got made through some pretty unorthodox methods,” adding: “The studio [20th Century Fox] never really believed in it so they gave us absolutely nothing compared with other comic movies.
We had to make every dollar feel like ten.“As we did this, I was learning lessons left, right and centre. We started to really know and play with the cultural landscape of the character.
During the movie, we replaced spectacle with character and I saw that it worked just as well.”Driving away from the studio armed with Deadpool’s distinctive bodysuit, Reynolds started marketing the film with the costume.
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