COOL STUFF

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

by
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?

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Reader Feedback - 24 Comments

1

The Truth is out there?

Raymond Morse on May 31, 2011

2

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

Rp1n on May 31, 2011

3

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

4

Me too...

Anonymous on May 31, 2011

5

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

Anonymous on May 31, 2011

6

They are all over Atlanta...

Baddawg_35 on May 31, 2011

7

Pretty cool, but so much better at night, and over NYC: http://www.BootcampLights.com 

Bootcamp Lights on May 31, 2011

8

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

Jericho on May 31, 2011

9

Is this good marketing?

Jonathon Sciola on May 31, 2011

10

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

11

How do you measure this? http://www.jonathonsciola.com

Jonathonsciola.com on May 31, 2011

12

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

13

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

Manuel on May 31, 2011

14

Do we like this?

Brad Bird on May 31, 2011

15

 Image clarity is awesome and how do you measure this? http://www.standout.tv/

Charlie McDermott on May 31, 2011

16

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

17

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

Crapola on May 31, 2011

18

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

19

Epic fail or epic win?

Epic Ninja! on Jun 1, 2011

20

Here's one I took http://flic.kr/p/9PfG7Q and someone else's http://flic.kr/p/9P9jTj

Grungebob on Jun 1, 2011

21

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

ate on Jun 1, 2011

22

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

Craig on Jun 1, 2011

23

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

Refuge2012 on Jun 2, 2011

24

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

Brad on Jun 2, 2011

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