Ryan Reynolds compared to Tom Cruise over worrying strategy in promoting 'Deadpool & Wolverine'
NEW YORK CITY, NEW YORK: Ryan Reynolds is redefining the Hollywood game, and if media reports are to be believed, his success with the 'Deadpool' franchise has led to a drastic change in persona while promoting his latest blockbuster 'Deadpool & Wolverine'.
Insiders have starkly compared his new personality and behavior with that of Hollywood heavyweight Tom Cruise and the comparisons more or less border on the unpleasant side of things.
Ryan Reynolds' marketing strategy patterns that of Tom Cruise
Ryan Reynolds is blazing a trail with his own brand of cinematic magic since co-founding Maximum Effort Productions with business partner George Dewey in 2018.
Ever since, the 'Deadpool' star has turned his company's name -- derived from his character’s iconic catchphrase -- into a powerhouse of inventive marketing.
"Now that Ryan owns a full-fledged multi-media marketing company that he’s very proud of and that does good work, he can ask for a ton of power on his movie campaigns and can bring his own company’s full strength to the table when it comes to actually getting the word out about a movie," the insider said.
Reynolds and Dewey's genius was evident with their offbeat, budget-savvy ad campaigns for the first two 'Deadpool' films.
Now, Reynolds is dialing up the intensity to a whole new level, pushing the envelope with overdriven strategies to launch the latest chapter in the Marvel universe.
"That’s a double edge sword,” the source continued, “because he’s often sidelining studio marketing executives who do this for a living and studio publicists with decades of experience.”
“Ryan doesn’t care and once he secures control over a campaign, as he has with Deadpool & Wolverine, this summer, it’s Ryan’s way or the highway.”
The insider revealed that in contrast to John Krasinski's film 'IF,' which had a standard marketing campaign handled by Paramount, Reynolds exercised extensive control over the marketing of 'Deadpool & Wolverine.'
The source then suggested that Reynolds' approach with 'Deadpool & Wolverine' was intended to demonstrate that a movie benefits significantly from having his direct oversight in marketing, as opposed to a more conventional approach.
"Tom Cruise is the only other star who takes this much control of selling a movie,” spilled the insider. “You can see how Ryan is patterning his strategy after Tom’s.”
“There’s no mistaking when Tom is 100% behind a movie and the same is true with Ryan.”
“What you almost never see either of them do is get behind a movie they’re not starring in, and that’s too bad. At the end of the day, they always make it all about them!”
Reynolds isn't alone at the pinnacle of Hollywood stardom, according to the insider.
The Canadian superstar is eyeing the playbook of one of the industry's most infamous control freaks, Cruise, aiming to elevate his game and cement his status at the top with a nod to the meticulous methods of the Hollywood superstar.
'Deadpool' brought Ryan Reynolds the much-needed Hollywood recognition
Reynolds achieved both critical and commercial success with 'Deadpool,' which was released in 2016, significantly increasing his recognition in Hollywood.
The film grossed approximately $782.8 million worldwide against a budget of just $58 million, making it the ninth-highest-grossing film of that year.
Critically, 'Deadpool' received an approval rating of 85% on Rotten Tomatoes, with an average rating of 7.1/10. Critics praised its humor, unique approach to the superhero genre, and Reynolds' portrayal of the titular character.
The film was noted for its self-awareness, breaking the fourth wall, and its R-rated content, which set it apart from other superhero films.
Before achieving significant success with 'Deadpool', Reynolds experienced a series of less successful films as per Digital Spy.
Notably, he starred in the 2015 sci-fi movie 'Self/less', which was poorly received by critics and audiences alike, earning only an 18% rating on Rotten Tomatoes.
Reynolds also had roles in other films that did not perform well, such as 'Green Lantern' (2011) and 'R.I.P.D.' (2013), both of which were criticized for their scripts and execution.
'Deadpool & Wolverine' grosses $824 worldwide success
The film had a record-breaking global opening weekend, both critically and commercially since its release, grossing approximately $444 million, which set a new benchmark for R-rated movies.
In the US, it earned $211 million, marking the sixth-best opening weekend of all time.
By August 4, 2024, 'Deadpool & Wolverine' had grossed $824 million worldwide, with $407 million from domestic and $417 million from international markets, and it is projected to reach $1 billion, potentially surpassing 'Joker' as the highest-grossing R-rated film ever.
The film has already outperformed several MCU entries, including 'Thor: Ragnarok' and 'Guardians of the Galaxy: Vol. 3,' making it one of the top 15 highest-grossing MCU films.
Critically, it received an A CinemaScore and holds a 79% fresh rating on Rotten Tomatoes, praised for its humor and nostalgic appeal despite some mixed reviews.
Produced on a $200 million budget and directed by Shawn Levy, the film's success has been significantly bolstered by the high-profile collaboration between Ryan Reynolds and Hugh Jackman.
According to People, at the July 22 premiere of of the movie in New York City, Blake Lively wore red to match her husband Ryan Reynolds' Marvel character, while Gigi Hadid donned bright yellow to reflect Hugh Jackman's Wolverine costume.
