our work Deadpool 2: Global Campaign Localisation and Delivery

DMS DELIVERS OVER 630 ASSETS ACROSS 34 COUNTRIES FOR 20TH CENTURY FOX’S BLOCKBUSTER SEQUEL

For the highly anticipated release of Deadpool 2, 20th Century Fox turned to DMS to manage the global localisation and delivery of their cinema marketing campaign. With the film already boasting a massive fanbase, the challenge was to create content that resonated with diverse audiences across multiple regions while maintaining the irreverent tone of the Deadpool franchise.

DMS coordinated the creation and localisation of over 630 assets across 34 countries throughout EMEA, LATAM, and APAC regions.

All assets were precisely adapted to fit the specific cultural and regulatory needs of each market. The project included a range of formats, from trailers and social media teasers to broadcast spots and DOOH advertising.

Leveraging PANTHER ONLINE®, DMS’s secure streaming service, the team efficiently managed the review, approval, and distribution of localised content, allowing 20th Century Fox’s marketing teams and partners to easily access, preview, and share assets. This streamlined approach ensured that every piece of content met the exact requirements for each country and maximised the film’s global reach.

Crafting a Seamless Cross-Media Campaign

With the ever-evolving media landscape, DMS ensured the campaign was optimised for multiple platforms. Approximately 50% of the assets were created specifically for online and social media use, reflecting the growing shift towards digital-first strategies in film marketing.

Additionally, 32% of the assets were designed for both broadcast and online, and smaller portions were tailored for cinemas and outdoor advertising. This cross-platform approach allowed the Deadpool 2 campaign to effectively engage audiences across various touchpoints, from TV screens to social feeds.

DMS’s highly skilled specialist teams, including customer service personnel, technical operators, graphic designers, and audio mixers, worked closely with 20th Century Fox for four months, ensuring all assets were delivered on time and compliant with country-specific regulations.

Maximising Global Reach with Local Impact

By delivering 630 meticulously localised assets, DMS played a pivotal role in helping Deadpool 2 become a global phenomenon, contributing to its $700 million box office success. The campaign’s multi-platform reach ensured consistent messaging while addressing cultural nuances, with significant traction on social media driving fan engagement. In every region, the localisation efforts enhanced audience connection, maximising visibility and amplifying the film’s irreverent, bold spirit across 34 countries.

Looking for expert localisation and content delivery for your next global campaign? Contact michael.petch@dmsukltd.com