20th Century Fox is turning X-Men fans into their favorite characters on Snapchat today. The film studio bought out today's line-up of lenses—the photos and videos that users can apply to their snaps—with different lenses based on nine of the movie's characters: Beast, Professor X, Quicksilver, Apocalypse, Storm, Nightcrawler, Cyclops, Mystique and Magneto.
The filters promote the film, which comes out on Friday. Whether or not users will respond well to seeing ads soley in the app today is unclear, as a number of users have already complained on Twitter about not being able to access the app's usual stable of lenses like filters that make it look like you're vomiting a rainbow or a filter that turns your face into a dog.
Srsly ALL @Snapchat filters are X-Men. Like, stop. You're coming on too strong & it makes me not like you at all. Can we play hard to get?
— jules (@jkarpar) May 23, 2016
I want my dog face filter back. These X-Men filters are trash.
— Derie (@KyleDeriemacker) May 23, 2016
How dare the X-Men steal all of the snapchat filters
— EMILY (@edsb_) May 23, 2016
Regardless, the ad will likely be seen by millions. Taco Bell's recent Cinco de Mayo filter was viewed 224 million times in one day, equivalent to 12.5 hours worth of play.
It's the first time that a brand has taken over all of the app's lenses, and was more than likely a significant media buy for the film studio. Prices reportedly range from roughly $350,000 to $750,000 to run a singular sponsored lens for 24 hours, depending on the day.
That said, film studios with hefty budgets seem to be willing to throw big money at Snapchat. 20th Century Fox was also the first brand to buy a sponsored lens in October, for example. And Sony Pictures bought the first sponsored Discover channel to promote the film James Bond: Spectre last year.
In addition to the sponsored lenses, 20th Century Fox has also been testing out Snapchat's recently-launched e-commerce ads for the past couple of weeks to drive pre-sale tickets. Last month, Target and L'Oréal-owned Lancôme became the first brands to create ads that encourage users to "swipe up" to shop.
For the X-Men campaign, Snapchat users can buy tickets through Fandango and Movietickets.com by swiping through a video.