There was time when Deadpool was a nobody. No one outside comic book fanatics had ever heard of him. So in order for us to hit a box office target of $12M, we had to make him unmissable.
Being ‘the Merc with a Mouth’, Deadpool was classified as MA15+. This not only meant that advertising for the film was restricted from virtually all mainstream TV programmes but that we would lose out on families who make up the majority of superhero audiences at the cinema. Not mention that every MA15+ superhero movie (before this one) failed miserably, never breaking $10M.
Opening up against the threat of Zoolander 2, it was not only crucial that we were first choice opening weekend, but we had to be the most talked about MA15+ movie ever.