Fox's Investment In 'Deadpool' Set To Pay Off

While Walt Disney Co DIS has the market cornered on Marvel's core characters, Twenty-First Century Fox Inc FOXA has slyly found a new way to stay in the game. Many remember the studio holds the film rights to the "X-Men," and "Fantastic Four" comics, but the character getting the most attention as of late has been "Deadpool."

First played by Ryan Reynolds in the 2009 Hugh Jackman film "X-Men: Origins: Wolverine," the studio and the actor have been dead-set on getting the character his own solo film. It took some time, but this week "Deadpool" will hit theaters.

Why 'Deadpool' Is Such A Big Deal

Investors need to understand this is a big deal for Fox, as it not only marks a complete turnaround from the "Fantastic Four" debacle of last summer, but signals to the industry it can think differently. "Deadpool's" campaign has been anything but traditional. Audiences have seen "teaser" teaser trailers, large-scale April Fool's pranks and some of the most clever one-sheet marketing images for any film in the last decade.

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Ryan Reynolds may not be the biggest name in Hollywood, but to the hard-to-win-over comic fan base…right now he's king.

"Deadpool" was made for $58 million, a steal by today's standards. Comic book films typically hit triple digits in terms of production costs, and the fact Fox was able to bring this film in for a lower price without sacrificing anything is a feat that should be applauded.

Early estimates have "Deadpool" set to make between $60 million and $70 million this weekend. If so, that will make it one of the first true "R" rated superheroes films to register with the public. Marvel films are usually designed to fit into the PG-13 window, so for all involved to push the comfort zone a little and see this type of reaction bodes well for the future.

While Fox has its "X-Men" series to fall back on, the fact remains after "Fantastic Four's" fantastic flop last year, the studio needed a big win in this space. Reynolds, who was panned for his turn as DC's "Green Lantern" a few years back, needed just as big of a victory as well.

The likeable actor is a natural fit for this genre, and he just got saddled with what became a bad film. Granted, "Lantern" wasn't a complete bust for Reynolds, as that's where he met Blake Lively, his wife.