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 in Cool Stuff, Feat, Hype, Photos

Discover more around the web:

  • The Truth is out there?
    • Rp1n
      HAHAHAHA! Fox Fox Fox... they just f'ing up their marketing campaign.
    • Manuel
      I was thinking about the same. Now I want to see Mulder and Scully and not a prequel of the three X-Men movies.
      • Anonymous
        Me too...
  • Anonymous
    i'd be a little more impressed if they spelled out all the letters too
  • Baddawg_35
    They are all over Atlanta...
  • Pretty cool, but so much better at night, and over NYC: 
  • Jericho
    i would hate to see how Sony would want to top that with Spiderman.....
  • Jonathon Sciola
    Is this good marketing?
    • ross
      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..."
    How do you measure this?
  • Rey
    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
    • Manuel
      Like in Back To The Future II. Actually, BTTF II was set in 2015!
  • Brad Bird
    Do we like this?
  • Charlie McDermott
     Image clarity is awesome and how do you measure this?
  • Bschroeder833
    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!
  • At leas they didn't spraypaint stencils everywhere, instead they wasted a lot of fuel. Bonus.
  • 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.
  • Epic fail or epic win?
  • Here's one I took and someone else's
  • ate
    Ingenious, fresh and yet, still, incredibly stupid use of money. 
  • Craig
    Kinda cool, but with that design I think more people will think of X-Files than X-Men.
  • Refuge2012
    Chemtrails.  Gee, at least they're pretty!  place of refuge 2012 dot com
  • Brad
    I wonder if this is to mark the coming of Planet X on memorial day?




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