20 Things You Didn't Know About Unbreakable
9. Disney Didn't Want To Market It As A Comic Book Film
Long before the dominant superhero industry that we have today, there was once a period where studios had little faith in comic book films. Batman and Robin which was released in 1997 and it signalled the depressing end of comic book films for a few years as studios had completely lost faith in their credibility.
It wasn't until the early 2000s that films like X-Men and Spider-Man gave the genre the rebirth it was desperately needing. Perhaps this is why Disney/Buena Vista were so reluctant to market Unbreakable as a comic book film, which essentially it is. Instead they opted to take advantage of Shyamalan's The Sixth Sense reputation and market the film as a mystery thriller.
Ironically, Disney today is the company behind Marvel Studios, the biggest contributor of comic book films.