X-Men bromance: film, audience and promotion

Richard Dyer’s influential texts Stars and Heavenly Bodies posited the notion of celebrities, in his case film stars, as symbolically significant entities in the expression of cultural values and discourse. Contemporary celebrity culture and the rise of social media have seen a decline in the type of symbolically significant film stars first examined by Dyer, yet the notion of social substantiality still holds true. With varying levels of success, contemporary celebrities constitute an influential factor in the ebb and flow of modern culture. However, to compete for attention in a cluttered and mediatised celebrity culture, group interaction has become key to going viral. Celebrity bromances in particular are now being used as a marketing technique. Michael Fassbender and James McAvoy are among the celebrities attached to the X-Men film franchise. During the promotion of X-Men: Days of Future Past, the bromance between the actors featured prominently in media interviews and audience commentary alike. Although the use of the celebrity bromance was not confirmed as a promotional strategy, it provided a means to generate interest and discussion. This article will explore celebrity bromances in contemporary culture through a case study of the X-Men bromance, focusing on one promotional video and audience responses.