How Ryan Reynolds and Disney’s Marketing Magic Transformed ‘Deadpool & Wolverine’ into an R-Rated Phenomenon

Labor Day weekend is traditionally a quieter time for movie theaters, as many people opt for other activities to mark the end of summer. This year proved no different, but there was one standout exception: “Deadpool & Wolverine.” In its sixth weekend, the film dominated the box office, holding onto the No. 1 spot and crossing the $600 million mark domestically. This achievement makes it only the 16th film in history to reach such a milestone, not adjusted for inflation.

The only new release to make a significant impact was the indie biopic “Reagan,” starring Dennis Quaid and based on Paul Kengor’s book “The Crusader: Ronald Reagan and the Fall of Communism.” The film is engaged in a tight race with the holdover “Twisters,” now in its seventh weekend. Both movies are projected to earn between $8 million and $9 million over the four-day holiday period.

“Reagan” has received scathing reviews, earning a critics’ score of just 18 percent on Rotten Tomatoes. However, it fared much better with audiences, who gave it an A CinemaScore. Box office analysts had hoped that the buzz surrounding the upcoming 2024 presidential election would attract a broader audience, but this did not materialize. Approximately 85 percent of ticket buyers are over the age of 35, with an unprecedented 66 percent over the age of 55. This demographic trend positions “Reagan” well for a promising run on premium VOD, a preferred platform for older viewers. Distributed by SBD, “Reagan” is performing best in the central United States, with white moviegoers making up nearly 80 percent of its audience.

On the other hand, Blumhouse and Sony’s new AI-themed horror film “Afraid” aimed at younger moviegoers is failing to capture attention. It is projected to finish in ninth place with a four-day holiday gross of $4 million.

Returning to the top of the box office chart, Marvel Studios and Disney’s “Deadpool & Wolverine” continues its impressive run. The film is expected to earn up to $20 million over the four-day weekend, bringing its domestic total to approximately $605 million by Sunday. This makes it the sixth-highest-grossing superhero movie ever.

Meanwhile, 20th Century and Disney’s “Alien: Romulus” holds steady at No. 2 in its third weekend, with a projected four-day gross between $10 million and $11 million.

The success of these films, along with Pixar and Disney’s “Inside Out 2,” has been instrumental in reversing a dramatic downturn at the early summer box office. Domestic box office revenue is expected to reach $3.6 billion, representing a 10 percent decline from summer 2023—a deficit that many had feared would be much worse.

Sony enjoyed a major female-led hit this summer with Wayfarer Studio’s adaptation of Colleen Hoover’s novel “It Ends With Us,” which tackles themes of love, domestic violence, and redemption. Despite a social media storm over reported tensions between director-star Justin Baldoni and star-producer Blake Lively—criticism largely aimed at Lively—the film has thrived. It ranks No. 3 over Labor Day with an estimated $9.5 million for the four days, bringing its domestic total to $135.8 million by Sunday. Sony has been quick to laud Lively and the other women involved in the film, while notably omitting any mention of Baldoni.

Amblin Entertainment’s “Twisters” has also been a significant summer performer, expected to finish the holiday weekend with nearly $260 million in domestic ticket sales. Universal is managing the film’s North American release, while Warner Bros. handles international distribution duties.

In summary, while Labor Day weekend may not traditionally be a blockbuster period for cinemas, this year saw “Deadpool & Wolverine” defy expectations with an extraordinary box office run. Meanwhile, films like “Reagan,” “Afraid,” and “Twisters” showed varied performances, contributing to an overall dynamic and competitive movie landscape.