The X-Men franchise has always been the forgotten superhero cinema franchise. They deserve far more credit than they’re getting, even though they’ve never fully escaped deep nerd territory. The movies have had a major branding and marketing problem. The ads for X-Men: Apocalypse did little to solve that problem. The movie earned a modest million domestically to Days of Future Past‘s 0.5 million opening weekend. The movie is set in the 1980’s and the marketing was very closely tied to the 80’s, which was probably a mistake considering the studio wanted to bring in a younger audience. Most of the marketing went over millennia’s heads.
http://www.wired.com/2016/06/x-men-apocalypse-marketing-census/
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