In a strange marketing stunt for Deadpool 2, 20th Century Fox created a Blockbuster video store popup in London. To kick off the movie’s release to DVD, they filled the store with 1,989 copies of the movie, in special VHS tape-style cases.

The DVDs were given away free to anyone who displayed an old Blockbuster card or a “superpower.” The chain, which had 9,000 stores worldwide and 528 in UK, closed their last UK location five years ago. There is now only one Blockbuster store remaining – in Bend, OR. The marketers for Deadpool channeled 90s kids nostalgia for Blockbuster to generate excitement for the DVD release.

Leigh Debbage, the creative director for the campaign, described the brainstorming process:

Approaching Deadpool is incredibly liberating – unlike many PR campaigns all rules are out the window, restraints are off and pretty much anything goes, the more bizarre and leftfield the better.

How would Deadpool tackle a Blu-ray, DVD and digital download PR campaign? He loves nostalgia – from Wham to Salt ‘n’ Pepa – but is also very progressive. He has an ego the size of juggernaut and of course a legendary mischievous side. He’d probably just create a store that only stocked Deadpool 2.

This unusual ad campaign wasn’t the only weird promotion for the film. Twentieth Century Fox created a billboard with just skull and poop emojis and the letter “L,” as well as a variety of misleading, rom-com style movie posters, a “Believe in Your Selfie” pop-up in New York City, and branded toilet seat covers at San Diego Comic Con.

The marketing for the film has proved successful. In its opening weekend, it generated more profit than any other R-rated movie except for its predecessor, Deadpool, and to date, has generated over $318 million, proving that, if it fits your brand, weird works.