Disney’s unexpected strategy for turning a movie into a global phenomenon

Disney’s chief brand officer and senior vice-president of marketing explain how they coordinated one of the biggest rollouts ever for ‘Deadpool & Wolverine.’

Deadpool & Wolverine is the undisputed champ of the summer blockbuster movie season. Its $1.2 billion in global box office is a direct result of a massive, worldwide marketing campaign that blitzed across pop culture for months. It garnered billions of media impressions in theaters, online, TV, and high-profile brand partnerships.