page_title: Dark Phoenix (film)
section_title: Marketing
hierarchical_section_title: Dark Phoenix (film) / Marketing
caption_attribution_description: English: The cast of Dark Phoenix at the 2019 WonderCon in Anaheim, California.
context_page_description: Dark Phoenix is a 2019 American superhero film based on the Marvel Comics X-Men characters. It is a sequel to 2016's X-Men: Apocalypse, the seventh and final mainline installment in the X-Men film series, and the twelfth installment overall. The film was written, co-produced, and directed by Simon Kinberg and stars an ensemble cast featuring James McAvoy, Michael Fassbender, Jennifer Lawrence, Nicholas Hoult, Sophie Turner, Tye Sheridan, Alexandra Shipp, and Jessica Chastain. In Dark Phoenix, the X-Men are forced to face the full power of the Phoenix after a mission in space goes wrong.
  After X-Men: Days of Future Past erased the events of X-Men: The Last Stand from the series' timeline, Kinberg expressed interest in a new adaptation of Chris Claremont and John Byrne's "The Dark Phoenix Saga" in a future film that would be more faithful than his previous attempt with The Last Stand, which was met with a mixed reception, with even Kinberg and co-writer Zak Penn ultimately unimpressed with the final product. The new adaptation was confirmed as a follow-up to Apocalypse in 2016.
context_section_description: Turner revealed the first trailer for Dark Phoenix on The Late Late Show with James Corden on September 26, 2018, before Fox released it online. Responses to the trailer widely considered it to be too similar to X-Men: The Last Stand. Graeme McMillan and Aaron Couch of The Hollywood Reporter wrote that this feeling could have been avoided if the trailer had shown more of the film's space and alien elements, which would have differentiated it from the Last Stand adaptation. Scott Mendelson at Forbes called the trailer "dull," and said that its focusing on the characters rather than big effects or action was a risk by Fox, given that audiences have indicated through the box office numbers of X-Men: Apocalypse that they are not necessarily interested in this version of the X-Men characters. The trailer was watched 8 million times within 24 hours on Fox's YouTube channel, but received 44 million views within that same time period across Chinese social media platforms, leading to Fox re-focusing their release plans on China.
  A second trailer was released on February 27, 2019, followed by a third and final trailer on April 17. All-in-all, the studio spent around $90 million promoting the film.
  In March 2019, Vanity Fair had reported that the film faced promotional difficulties as long-term employees on the marketing team vacated as the result of lay-offs from the merger with Disney. They reported that a Fox marketing executive said: "We know when we are dropping a trailer, but we are nowhere near where we should be at this time. It's frightening. I would be mad if I were a filmmaker." Similar reports were made after the film's release, with The Hollywood Reporter stating that it resulted in the film having less awareness rates than any other film in the series based on a NRG tracking poll taken in May. Deadline Hollywood also reported that they too heard of the marketing campaign being in disarray since February and cited it as a major factor to the film's financial failure. They also report that Disney had attempted to integrate the film into their marketing but did not have enough time, which Simon Kinberg had confirmed in a KCRW podcast.
  On May 23, 2019, the official video of the soundtrack Extraordinary Being by Emeli Sandé was released, showing moments from the film.
caption: (L:R) Writer-director Simon Kinberg, producer Hutch Parker, and stars Sophie Turner, Tye Sheridan, Nicholas Hoult, Alexandra Shipp, Evan Peters, and Kodi Smit-McPhee promoting Dark Phoenix at the 2019 WonderCon.
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