From gay pride promotions in six cities to piggybacking on the Fifty Shades of Grey phenomenon, Warner Bros.’ marketing campaign for Magic Mike has relied on unconventional means to whip up interest in the male striptease dramedy.
So far, it seems to be working. Many box office observers say they won’t be surprised if the film, directed by Steven Soderbergh, overperforms when opening at the domestic box office on June 28, much as Warners’ big screen adaptation of Sex and the City far exceeded expectations on the strength of females.
http://www.hollywoodreporter.com/news/magic-mike-stripper-channing-tatum-box-office-341507