The first footage from “X-Men: Apocalypse” screened at Comic Con last weekend, with a bootleg version quickly ending up online. Whilst Warners has been very public about the “Suicide Squad” Comic Con footage leak, 20th Century Fox has kept fairly quiet about the “Deadpool” and “X-Men: Apocalypse” camcorded footage that ended up online.
With ‘Apocalypse’ still well in the midst of production and the footage screened not including any real finished effects (unlike both the Warners film reels), there’s understandably no plans for the studio to bring the clip online.
Speaking with Slashfilm this week in the wake of the leak, former Fox studio executive turned producer Hutch Parker was asked about the leak, whether it was deliberate and how it affects their overall marketing strategy:
I’d say it really isn’t intended to be leaked. It’s really intended to excite a core. From a marketing perspective, what they want is to share it with the most discerning eyes that are out there for this material. It’s the biggest and probably most intense focus group any of us ever have. You hope that you excite a level of interest that they will express and celebrate it. But it’s a scary-ass deal, because they’re not shy. If they don’t like it, if they aren’t feeling it, they’re going to let you and everybody else know.
[Showing footage] is something people do with trepidation, but with hope. We make a movie and you want to believe it’s going to be great. The reality is, not all of them are. But you have to believe that going in. We go in wanting to be accepted and embraced, and ideally even acknowledged for having done it well.
The problem with the theory about the marketing is, I don’t actually think it’s good marketing. Leaking footage a year in advance of a movie’s release is not such a good thing. The reason you don’t see footage out that far is you run the risk of it getting stale. Generally speaking, and I can’t speak for other studios – I can’t even speak for Fox any more – but I don’t believe their intention is [for footage to be leaked]. I think their intention is to get the most important opinions and opinion-makers in this community engaged in the promise of what’s coming.
“X-Men: Apocalypse” will hit cinemas on May 27th.