Next month will see the release of Deadpool & Wolverine, the third Deadpool movie and first since Marvel Studios acquired the character, and insiders are predicting that the film will be a financial success. According to The Quorum, a firm that tracks and predicts box office numbers, Marvel should expect a $200 million opening weekend, an absolutely huge number — it would be the biggest opening for an R-rated movie in history. As such, the multifaceted marketing campaign has already kicked off, with trailers, posters, media appearances, an outing to a Taylor Swift concert, and accompanying movie merch.

The previous Deadpool movies were huge hits, both made over $700 million worldwide; and Deadpool himself (played by Ryan Reynolds) has become a fan favorite — an anti-hero with a superhuman ability to turn everything into a farce.

Yet, the promotion and marketing for this movie has centered on one tired joke in particular: Wolverine and Deadpool are gay.

The IMAX poster, a riff on one of the 2017 Logan (a dystopian western about Wolverine) poster, shows Deadpool holding Wolvie’s hand, and caressing one of his adamantium claws with his gloved finger:

Another, a play on Disney’s Beauty and the Beast, shows the pair slow dancing together with Deadpool taking the place of Belle:

And audiences will have the chance to commemorate the movie with a special popcorn bucket. The container is shaped like Wolverine’s head with his oversized mouth functioning as the opening. The vessel was teased with butter goo drizzled over Wolverine’s face and Deadpool lovingly caressing it:

The idea of Deadpool and Wolverine sharing feelings for each other could be interpreted as funny in that they’re playing against type. Although there’s a little more at work here.