Date: 23rd April 2013
The promotional campaign for ‘The Wolverine’ is working a little too well.
20th Century Fox has revealed it will need to replace 50% of the posters in its outdoor campaign for the Hugh Jackman movie, after reporting that half of all the promo pieces installed had been stolen.
The ‘X-Men’ spin-off’s Sumi Ink style poster, showing Jackman’s Logan in shadowy silhouette, has proven a favourite amongst thieves in the US.
Speaking to Collider at CinemaCon, Fox’s Chief Creative Officer Tony Sella discussed that the posters were being stolen from bus shelters on a daily basis – forcing the company to replace half of the entire outdoor campaign.
Still, as movie marketing goes, it’s sort of doing its job. Right?
Source: Press Release