Raindance 2013 line-up announced

But did they make a mistake in putting Julian Assange on their jury?

Review: Ain't Them Bodies Saints

Rooney Mara is fantastic in this delicate, sun-soaked Western

Review: About Time

Ever since I was a boy, I always wondered about voice-overs...

Film review: Wadjda

Every now and then, a film comes along that changes the world. Sometimes, you don't even realise it's doing it.

World War H – or hate’s not all that

What do Shyamalan, World War Z and Man of Steel have in common? Hype - and hate.

https://i-flicks.net/components/com_gk2_photoslide/images/thumbm/222186raindance.jpg https://i-flicks.net/components/com_gk2_photoslide/images/thumbm/289307aint_them.jpg https://i-flicks.net/components/com_gk2_photoslide/images/thumbm/600165about_time__1_.jpg https://i-flicks.net/components/com_gk2_photoslide/images/thumbm/276452wadjda_top.jpg https://i-flicks.net/components/com_gk2_photoslide/images/thumbm/783758world_war_h.jpg


iFlicks on Twitter

Home Blog Features X-Men: First Class - A Marketing Budget Breakdown
X-Men: First Class - A Marketing Budget Breakdown Print E-mail
Written by Ivan Radford   
Sunday, 08 May 2011 12:07

The rather exciting new character videos for X-Men: First Class are the first major clue as to what the marketing department have been spending their budget on.

Marketing budgets are always a closely kept secret, but Marvel have loads of money. Thor's UK box office debut was good and Iron Man 2 took in a scary amount last year. And don't forget that the X-Men franchise has taken around $1.5 billion in total (X2, X-Men: The Last Stand and X-Men Origins: Wolverine all took over $300 million each worldwide).

So there should be some spare cash to throw at Matthew Vaughn's mutant prequel. But at times, the X-Men: First Class promotional materials have been downright dodgy. Here's where the money went:


Rubbish Banner


So cheap everyone thought it was fake. Possibly Photoshop. More likely a 12 year old with scissors and glue.


Pritt Stick



First Official Photos


The first official X-Men photos of the cast were way more professional than that banner. Just look at the classy furniture in Professor X's office. That chair? Free delivery from IKEA.



IKEA furniture




Dreadful Final Poster


The theatrical trailer was reassuringly classy, but the poster that went with it was pathetic Photoshop bilge. Great use of the marketing work experience guy.



Unpaid intern



New Character Trailers


The new official character trailers, including this one that features Mystique, are far closer to the kind of thing we all expect from Marvel's massive pot of cash, i.e. they're actually good. The other three are on our X-Men: First Class videos page.



Awesome videos

Cost: £5,000 +




Hiring a guy to write a giant X in a sky using his plane can be pricey, although using just the one letter helps to keep the cost down.



Giant X in the sky



That giant letter X is probably worth a billion quads or one sheets. No wonder they cut the poster budget down.

Still, when it comes to cinema marketing campaigns, there are some things that money can't buy.




A floating head inside a crippled man's silhouette?



X-Men: First Class is in cinemas on Wednesday 3rd June.