Deadpool is the first rated-R movie to top $100 million in sales its opening weekend, and that could be because it “hits the Millennial consumer’s sweet spot….edgy, irreverent, breaking the mold, funny, fast-paced.” Deadpool’s extensive digital marketing also targeted young viewers with irreverent content on multiple social platforms: funny sponsored filters on Snapchat, influencer posts on Instagram, and a spoof re-edit of the film’s trailer on YouTube.

Deadpool is the first rated-R movie to top $100 million in sales its opening weekend, and that could be because it “hits the Millennial consumer’s sweet spot….edgy, irreverent, breaking the mold, funny, fast-paced.” Deadpool’s extensive digital marketing also targeted young viewers with irreverent content on multiple social platforms: funny sponsored filters on Snapchat, influencer posts on Instagram, and a spoof re-edit of the film’s trailer on YouTube. (Mobile Marketer, Fortune)