Fox is Marketing 'X-Men: First Class' By Writing Giant X's in the Sky!

May 30, 2011
Source: Bleeding Cool

Fox X-Men Logo - Smoke X in Sky

If you live in Southern California and were outside BBQing this fine Memorial Day and just so happened to notice a giant smokey "X" in a circle in the sky, you weren't dreaming, it was actually there. 20th Century Fox, in what I might call a genius/amusing marketing move, has hired planes to fly around and make giant X-Men X's in the sky promoting X-Men: First Class - because they know they can get comic book geeks excited by doing so. And its worked. I've seen tweets and Facebooks and more, all from various people going nuts over a giant X-Men X up in the sky. There's even a YouTube video if you want to watch it. More below!

Click on a photo to see more photos. If you haven't seen the last trailer for X-Men: First Class, watch here.

X-Men: First Class - X in Sky Photo

X-Men: First Class - X in Sky Photo

I've included a few of the photos I've found around the web. They come from places like Facebook, Bleeding Cool and Cinema Blend. If you live in California, look up in the sky this week! There's a huge gallery here.

X-Men: First Class is directed by British director Matthew Vaughn, of Layer Cake, Stardust and Kick-Ass. Bryan Singer, director of X-Men 1 and 2, is producing and wrote the story. The screenplay was written by quite a few writers, including Josh Schwartz ("Gossip Girl" & "Chuck"), Jamie Moss (Street Kings), Ashley Miller ("Fringe", Thor), Zack Stentz, and finally Jane Goldman (Kick-Ass). Marv Films & 20th Century Fox will be bringing X-Men: First Class to theaters everywhere starting on June 3rd this week. Who's seeing it?

Find more posts: Cool Stuff, Feat, Hype, Photos

Discover more around the web:

Reader Feedback - 24 Comments


The Truth is out there?

Raymond Morse on May 31, 2011


HAHAHAHA! Fox Fox Fox... they just f'ing up their marketing campaign.

Rp1n on May 31, 2011


I was thinking about the same. Now I want to see Mulder and Scully and not a prequel of the three X-Men movies.

Manuel on May 31, 2011


Me too...

Anonymous on May 31, 2011


i'd be a little more impressed if they spelled out all the letters too

Anonymous on May 31, 2011


They are all over Atlanta...

Baddawg_35 on May 31, 2011


Pretty cool, but so much better at night, and over NYC: 

Bootcamp Lights on May 31, 2011


i would hate to see how Sony would want to top that with Spiderman.....

Jericho on May 31, 2011


Is this good marketing?

Jonathon Sciola on May 31, 2011


if people are talking about it then id say yes.  How many people in the next few days will say "Hey, remember that X we saw last week, well its from..."

ross on May 31, 2011


How do you measure this? on May 31, 2011


holy crap! so that's what it was, i was at the beach  (i live in San Diego) and we were like why is their a big X in the sky, lol maybe this is the future of marketing movies now. imagine like a huge hologram in the sky playing a trailer of a movie

Rey on May 31, 2011


Like in Back To The Future II. Actually, BTTF II was set in 2015!

Manuel on May 31, 2011


Do we like this?

Brad Bird on May 31, 2011


 Image clarity is awesome and how do you measure this?

Charlie McDermott on May 31, 2011


total B.S. they really think we are retarded! advertisement no way, some strange cover up is going on around these x's in the sky. since when is a x in the middle of a circle (a target) the infamous x-men symbol...come on!

Bschroeder833 on May 31, 2011


At leas they didn't spraypaint stencils everywhere, instead they wasted a lot of fuel. Bonus.

Crapola on May 31, 2011


Excellent way to take advantage of Memorial Day weekend and generate some positive buzz about the film.  Well done 20th Century Fox!  But their additional marketing makes me worry about the quality of the movie.

The Movie Kidd on Jun 1, 2011


Epic fail or epic win?

Epic Ninja! on Jun 1, 2011


Here's one I took and someone else's

Grungebob on Jun 1, 2011


Ingenious, fresh and yet, still, incredibly stupid use of money. 

ate on Jun 1, 2011


Kinda cool, but with that design I think more people will think of X-Files than X-Men.

Craig on Jun 1, 2011


Chemtrails.  Gee, at least they're pretty!  place of refuge 2012 dot com

Refuge2012 on Jun 2, 2011


I wonder if this is to mark the coming of Planet X on memorial day?

Brad on Jun 2, 2011

Sorry, no commenting is allowed at this time.




Alex's Top 10 - 2017
1. Call Me By Your...
2. War for Apes
3. Shape of Water
4. Florida Project
5. Dunkirk
6. Jane
7. Foxtrot
8. Faces, Places
9. Never Really Here
10. Thelma
Click Here for Thoughts

Jeremy's Top 10 - 2017
1. mother!
2. Lady Bird
3. A Ghost Story
4. The Big Sick
5. Dunkirk
6. Get Out
7. Killing Sacred Deer
8. John Wick 2
9. War for Apes
10. The Beguiled
Click Here for Thoughts


Subscribe to our feed or daily newsletter:
Follow Alex's main profile on twitter:
For the news posts only, follow this acct:
Add our feed to your Feedly: follow us in feedly