The marketing for Deadpool & Wolverine has led to some unusual collaborations, but the music video “Chk Chk Boom” from Stray Kids proves the marketing strategy is working as planned. Ryan Reynolds has proven his marketing acumen over the last 10 years, but pairing Deadpool & Wolverine with K-Pop is just the latest success story for the upcoming MCU movie. And considering the music video has racked up 6 million views in just 7 hours and continues to rise at an exceptional rate, it’s clear that it’s another perfect match.At first, it may appear to be an odd crossover, but music videos featuring stars of upcoming movies and tying in with the movie are not new. However, the interaction between Reynolds, the band, Stray Kids, and Hugh Jackman, where both actors are kitted out in their respective characters’ costumes, is unique. However, this kind of crossover and all the efforts by Reynolds and the cast and crew are potentially exactly what the movie needs to become the MCU’s next massive hit.

Deadpool & Wolverine’s Clever Marketing Could Be What Pushes The Movie Into The MCU’s $1B+ Roster

Deadpool Could Bring The MCU Back From The Brink

Of course, the movie has several factors which add to the probable success of the movie, such as Hugh Jackman reprising his role as Wolverine and continuing almost 25 years of tradition. On top of this, Deadpool became one of the most popular franchises in the Fox X-Men universe, with R-rated movies that still managed to earn hundreds of millions of dollars over both the first and second movies. But, the franchise is entering the MCU at a tumultuous time in the studio’s history where their movies are both earning the least money, and some of the lowest ratings for the franchise as a whole.

Despite this, the aggressive marketing, crossing into several different mediums will likely help to push the movie above and beyond the other films that have come from Marvel Studios recently. Marvel has had 10 movies cross the $1 billion threshold, but the last two entries to hit that number were Avengers: Endgame back in 2019, and Spider-Man: No Way Home in 2021, which managed to draw audiences back to the theaters after the pandemic. Since then, the MCU has hit new lows with films like The Marvels sitting right around $200 million in 2023 (via The Numbers).

The franchise is entering the MCU at a tumultuous time in the studio’s history where their movies are both earning the least money, and some of the lowest ratings for the franchise as a whole.

Deadpool & Wolverine is facing an uphill climb when it comes to the box office and reviving the MCU, but the marketing is proving to be a big success. According to Deadline, the movie is already projected to have an opening box office total in the range of $160-$165 million. This would be a monumental start for the highly anticipated film, and a record opening for R-rated films in general. However, it remains to be seen if Deadpool & Wolverine will pull through on the estimates until it hits theaters on July 26.