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International Business Times
International Business Times
Sport
Andrew MARSZAL

Viral Marketing Stunts Made 'Deadpool' A $1bn Hit, Says Disney Exec

Disney Deadpool Ryan Reynolds Asad Ayaz Hugh Jackman
'Deadpool & Wolverine' stars Ryan Reynolds and Hugh Jackman have pushed the boundaries of traditional marketing (Credit: AFP)

From cameos in K-pop videos to cooking chimichangas with celebrity chefs, movie stars like Ryan Reynolds are trying ever-more unorthodox stunts to reach fragmented Gen-Z audiences, according to Disney's marketing chief.

The giant Hollywood studio is enjoying a blockbuster summer, with irreverent superhero movie "Deadpool & Wolverine" becoming its latest film set to pass $1 billion at the global box office this weekend.

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