Ah, X-Men: Days of Future Past. I think I actually want to open by saying I am really excited for this movie. This is the great X-Men story I grew up with, one of my first and main introductions into time travel (along with Back to the Future), between the comics, the novelization, the adaptation on the animated TV show, and then eventually to hoping it would come to pass as the movies took hold.
I have said before, and will say again, where I always wanted X-Men: The Last Stand to end was with a lead-in to Days of Future Past. It would have made sense, to, as trouble always seems to lurk for the X-Men whenever something happens to Professor Xavier, and it was definitely not his finest day in The Last Stand. But it didn’t happen, and they’ve put a lot more movies out there before finally getting to this story.
In many ways, this is the movie that they need to redeem and empower their franchise. And story wise especially this is true. However, it sounds like the cost on the movie is such that it may make or break their future plans – which are already spinning. This could be their Avengers – or their end. I’m excited to find out which it will be, and I am really hoping for the excellence that half of the X-Men films have shown – not the failure the others have been.
To that end, I wanted to take a moment and reflect on the fascinating marketing, advertising, hype, and social media that have swirled around this movie. I don’t think I’ve ever seen anything like it – and I want to write this post before the movie comes out precisely to consider and speculate on this marketing, rather than to praise it or blame it.