A new website for Logan launched Friday morning, www.1974framesoflogan.com, offering up the final trailer for the much-anticipated Wolverine film starring Hugh Jackman. But there's a catch - the final trailer is being released one frame at a time, 1,974 frames in total, and they'll be sent via snail mail.
You sign up using your name, mailing address, and email address, and 20th Century Fox will send you a postcard with one frame of the final trailer. These are custom limited-edition collectibles, and only one of each frame is being sent out, so they will no doubt go fast (at press time, the address function on the site was not yet working, so it may have launched a little early).
Once fans receive their postcard, they're asked to share it online on twitter or instagram with the hashtag #OneLastTime, also a tagline for Logan, so the trailer can be pieced together ahead of the official release. This is Hugh Jackman's "One Last Time" with the character, and the character's one last time on a mission as a superhero, bringing it all full circle.
This unique marketing continues the grassroots style they've been promoting Logan with for the last few months. 20th Century Fox is clearly high on the film; they even brought press out three months early to show the entire first act of the movie, a mark of great confidence.
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"Logan takes place in the year 2024, where mutant births have become extremely rare. The defenders of mutant kind, the X-Men, are long gone, and the only remains of them are an old and struggling Charles Xavier and a weary Logan. Logan's vaunted healing factor has slowed, and at times doesn't seem to work at all. When a young mutant needs his help, Logan has to unsheathe his claws once more. His job isn't over yet."
Logan stars Hugh Jackman (Logan), Boyd Holbrook (Donald Pierce), Patrick Stewart (Charles Xavier), Dafne Keen (Laura Kinney/X-23), Doris Morgado (Maria), Stephen Merchant (Caliban), Elizabeth Rodriguez (Gabriela), and Richard E. Grant (Dr. Zander Rice). James Mangold is directing and helped on the screenplay along with Scott Frank and Michael Green.
Logan hits theaters on March 3, 2017.