Deadpool Photobombs More Movie Covers at Walmart as His Sequel Prepares to Hit Shelves

Packaging stunt follows buzzy partnership from May

Walmart has a new line of limited-edition discs wrapped in faux Deadpool covers. - Credit by Fox Home Entertainment
Headshot of David Griner

A few months ago, it seemed like Deadpool was everywhere as the anti-hero prepared to return to theaters with a sequel to his explosively popular debut film. Hopefully you’ve enjoyed the quiet since then, because it’s all starting back up again with the upcoming Blu-ray release of Deadpool 2.

Fox Home Entertainment is marking the August release by following up its Walmart partnership, which set the internet buzzing over limited-edition movie covers that had been replaced with pictures of Deadpool. His masked face could be found on Blu-ray copies of everything from The Terminator and Predator to Edward Scissorhands and Revenge of the Nerds. The covers were designed by L.A. creative shop Neuron Syndicate.

On Aug. 7, Deadpool will be back to photobomb more Fox-affiliated movies, which will be available while supplies last as Walmart locations and on Walmart.com. Only the outer wrap is changed, while the movie inside is still the original, as you can see in the examples below.

At the time of the earlier Blu-ray replacement stunt in May, Fox Home Entertainment global marketing EVP Julia Howe said there was a simple selection process for deciding which movies would get the Deadpool treatment: “Is this a film that the Deadpool character would egotistically see himself as the star?”

To help get the hype train rolling for the disc release, some of the new Deadpool-wrapped Blu-rays were handed out this past weekend at San Diego Comic-Con. Check out the new covers, and keep an eye for them in stores next month:






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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: July 23, 2018 https://dev.adweek.com/brand-marketing/deadpool-photobombs-more-movie-covers-at-walmart-as-his-sequel-prepares-to-hit-shelves/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT