For the release of the movie Deadpool they decide to use paid media to get the word out. They decide to make the adverting be unique to the character when creating the billboards, posters and social media. They decided to get the character of Deadpool out as much as possible and tie it as close to the property as possible. They did this by having creative billboards that made the movie look like it was a romantic comedy. They also produced videos to promote the detection of breast and prostate cancer. By creating adverting that consumer get a good idea of what the character is like but also reassure fans that it will be a good movie.