My latest on Adweek:
When Fox was marketing X-Men Origins: Wolverine in the lead-up to its 2009 release (which went super well, as you’ll remember), we were just a few years removed from the last X-Men team movie. Wolverine, as played by Hugh Jackman, was the breakout star of that series, in keeping with the character’s overall popularity in the comics world. So it made sense that if the franchise were going to continue with a series of solo movies, Wolverine would kick things off.
That movie, and 2013’s The Wolverine, have been one of the mostly tonally inconsistent series in movies, at least in the modern era. So, with the trailer for Logan hitting the internet last week, it’s a good time to look back and see how the feel of the franchise has shifted over the last seven years.