Launching a sequel is no easy task with audiences assuming that the second film will not be as good as the first.

On top of this challenge, the cinematic release of Deadpool 2 was sandwiched between the release of two massive blockbuster film titles of the same genre; The Avengers and Solo (the story of Han Solo from the meteoric Star Wars franchise).

With average monthly movie visitation at just 1.5x, the competition was fierce.

For a distributor opening weekend success is vital as this is where they make the majority of their revenue relative to the cinema chain.

The competitive situation along with the constant category issue of an $18 ticket price compared to free illegal download access, achieving the box office goal of $2 million on opening weekend was in the words of Deadpool himself going to be “as much fun as a sandpaper dildo".

We successfully engineered a complex media partnership with multiple stakeholders. TVNZ, Twentieth Century Fox, and the Broadcasting Standards Authority to create a suite of 30 individual localised assets.

Twentieth Century Fox produced a range of assets in Los Angeles for use across multiple TVNZ programmes and platforms.

This included the recording of a 30” Deadpool BSA, Deadpool AO and PGR programme rating announcements, and Deadpool hijacking the TV1 and TV2 station branding promos that run across both of TVNZ’s channels.