Disney’s unexpected strategy for turning a movie into a global phenomenon

Deadpool & Wolverine is the undisputed champ of the summer blockbuster movie season. Its $1.2 billion in global box office is a direct result of a massive, worldwide marketing campaign that blitzed across pop culture for months. It garnered billions of media impressions in theaters, online, TV, and high-profile brand partnerships.  But according to Disney’s chief brand officer, Asad Ayaz, one of the biggest lessons the entertainment behemoth learned from this experience was actually...