Fox Will Have to Replace 50% of Their Outdoor Campaign for THE WOLVERINE Due to Theft

     April 21, 2013


It’s hard to create a cool piece of art.  But whoever designed The Wolverine poster featuring a silhouette  of Hugh Jackman as Wolverine with his claws unsheathed knocked it out of the park.  It’s definitely one of the best posters I’ve seen in a long time and it looks like most of you agree with me.

While at the Fox presentation at CinemaCon, I was to talking to a few of their executives and I mentioned how much I loved the poster.  I found out Tony Sella, Fox’s Chief Creative Officer, came up with the Sumi Ink concept and it’s being stolen on a daily basis all over the country.  The exec’s told me they’ll need to replace over 50% of the bus shelters.  I think while it’s a good problem to have, it’s still an issue, because they paid for an ad buy and they want to make sure people see the poster.  Hit the jump the poster.

The Wolverine also stars Will Yun Lee, Hiroyuki Sanada, Brian Tee, Rila Fukushima, Tao Okamoto and Svetlana Khodchenkova.  The Wolverine opens on July 26th.


Here’s the official synopsis for The Wolverine:

Based on the celebrated comic book arc, this epic action-adventure takes Wolverine, the most iconic character of the X-Men universe, to modern day Japan. Out of his depth in an unknown world he faces his ultimate nemesis in a life-or-death battle that will leave him forever changed. Vulnerable for the first time and pushed to his physical and emotional limits, he confronts not only lethal samurai steel but also his inner struggle against his own immortality, emerging more powerful than we have ever seen him before.

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