The Wolverine: Half of all posters stolen

Mark Lankester

The promotional campaign for ‘The Wolverine’ is working a little too well.

20th Century Fox has revealed it will need to replace 50% of the posters in its outdoor campaign for the Hugh Jackman movie, after reporting that half of all the promo pieces installed had been stolen.

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The ‘X-Men’ spin-off’s Sumi Ink style poster, showing Jackman’s Logan in shadowy silhouette, has proven a favourite amongst thieves in the US.

Speaking to Collider at CinemaCon, Fox’s Chief Creative Officer Tony Sella discussed that the posters were being stolen from bus shelters on a daily basis – forcing the company to replace half of the entire outdoor campaign.

Still, as movie marketing goes, it’s sort of doing its job. Right?

Here’s the official synopsis for the movie:

‘‘The Wolverine’ finds finds Logan, the eternal warrior and outsider, in Japan. There, samurai steel will clash with adamantium claw as Logan confronts a mysterious figure from his past in an epic battle that will leave him forever changed.’ Here’s the official synopsis:

The Wolverine', directed by James Mangold, opens in the UK 26 July 2013.