'X-Men: Days of Future Past': Fox Hatches Innovative Plan for Publicity Blitz

Twentieth Century Fox

The studio is planning several premieres across the world within a matter of days as part of "the biggest publicity event we could put together," says Fox's Kieran Breen.

This story first appeared in the May 16 issue of The Hollywood Reporter magazine.

Six days, seven cities. The stars of X-Men: Days of Future Past would need Kitty Pryde's time-traveling abilities to make such an ambitious world tour come to fruition -- if it weren't for an innovative plan hatched by Fox. The studio had considered launching the film at Cannes, but X-Men 3 kicked off there in 2006.

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"We needed to come up with something different and bigger," says Kieran Breen, executive vp international theatrical marketing at Fox. So, after an all-star premiere in New York on May 10, the cast -- including Jennifer Lawrence, Hugh Jackman, Michael Fassbender and James McAvoy -- will break into groups to head to premieres in London on May 12, Beijing and Moscow on May 13, Singapore on May 14, Sao Paulo on May 15 and Melbourne on May 16. Fox created the X-Men X-Perience tour to keep up momentum -- rather than drag the cast to worldwide premieres over several weeks -- and, through the use of digital content, help fans feel like they're in every city. Fox will stream the premieres and is creating original content that will allow fans to track the cast's progress.

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"The whole thing feels like a connected and branded global experience," says Breen. "This is by far the biggest X-Men movie, and it had to have the biggest publicity event we could put together." Fox won't reveal which actors will be in which cities, but it's safe to assume that one BFF duo won't be split up: Ian McKellen and Patrick Stewart.