‘Winter Soldier’ and ‘X-Men’ marketing 101

empire covers xmen

Apparently someone at Fox believes the old saying that any publicity is good publicity.

That must be the idea behind the 25 different covers released by Empire magazine featuring 25 different characters (including a non-character, director Bryan Singer) for “X-Men Days of Future Past.”

Some of them aren’t bad, like the ones above featuring Magneto, Professor X and Wolverine.

Some are just inexplicable, including the one showcasing the movie’s version of Quicksilver.

In the comics, if you’re not familiar with the character, Quicksilver (along with his sister, Scarlet Witch) was part of the second wave of Avengers recruits back in the 1960s, serving under Captain America and replacing Iron Man, Hulk and Thor.

It was a plot point that the new Avengers, including Hawkeye, were drastically less powerful than the original team.

And I’m wondering if when Joss Whedon has Quicksilver and Scarlet Witch join the Avengers in the 2015 sequel, there won’t be some similar storylines playing out.

But in “Days of Future Past,” it appears that Quicksilver is … what, would you say, a punk kid with really bad hair and an outfit that’s even worse?

quicksilver comic and empire cover xmen

Here he is, side by side with the comic-book version.

The X-Men Quicksilver is a look that was certain to – and did – inspire derision.

Then there’s the latest marketing from “Captain America: The Winter Soldier,” due out in April.

captain america winter soldier poster

There’s this great poster featuring Cap and the main cast, including Robert Redford as SHIELD honcho Alexander Pierce. It’s right out of the Marvel marketing playbook and is reminiscent of posters for “The Avengers” and others in the Marvel cinematic universe.

black widow nick fury winter soldier

And then there are the character posters, including those for Nick Fury and Black Widow (photoshopping aside).

That’s how you market characters. And I’m looking forward to one featuring Falcon. Please.



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