20 Things You Probably Didn't Know About Logan
6. Fun With Numbers
While Logan did not embrace a full-on viral marketing campaign to the level of the likes of Deadpool and The Dark Knight, it still took an interesting approach to its promotion, specifically with Laura’s original designation, X-23.
For starters, the film’s official Instagram page dropped teaser pictures on 10:23 am EST on 23 October 2016 with an image confirming Laura’s presence in the movie. In addition to this, places such as the UK saw Logan's wide release begin at 10.23 pm (local time).
While the choice behind the premiere's timing is not particularly subtle, the bit of viral marketing served as a neat method to engage with fans based on comic book lore.