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.

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?

Source: Press Release