Fox is going all out at Comic-Con International: San Diego – taking place on July 20-23, 2017 – to promote their new Marvel drama, The Gifted. In previous years, Fox performed live exorcisms to promote a new horror series. Now, Fox is once again taking over San Diego, only this time the search is on for mutants.
The network will host an X-Gene Screening Station at the Hilton Bayfront Lawn where attendees can be tested for the X-Gene. Each person will be laser-scanned and then complete a genetic test with a nurse. After completion, fans will either receive an “I Got Tested” sticker or an “M” sticker. Those revealed to possess the Mutant Gene will be able to post a photo in an exclusive “Wanted” poster. While others will be able to pose with the “I Got Tested” backdrop. Six weeks after testing, fans will also receive further details about their genetic profile online.
The testing station is just one part of Fox's extensive campaign for The Gifted. Sentinel Services – the fictional agency in the fall drama – will be launching wanted posters, PSA’s, along with an in-depth Sentinel Services website. To resist the movement, a corresponding #MutantsUnite activation will also launch. This group will ignite resistance through PSA hacks, hidden geo fenced Snapchat filters and a Facebook AR experience. The Gifted star Jamie Chung got the ball rolling after hacking into a PSA from the Sentinel Services. A Gifted panel will be taking place on July 21 in Ballroom 20 from 3:45 to 4:45 PM.
The Gifted follows a suburban couple whose lives are rocked by the sudden discovery that their children possess mutant powers. On the run from a hostile government, the family joins up with an underground network of mutants in the fight of their lives.
Matt Nix (Burn Notice) wrote the pilot and will serve as showrunner alongside X-Men director Bryan Singer, X-Men: Days of Future Past producer Simon Kinberg, and Marvel Television's Jeph Loeb, Lauren Shuler Donner and Jim Chory.
Debuting on October 2, The Gifted stars Amy Acker, Stephen Moyer, Natalie Alyn Lind, Percy Hynes White, Blair Redford, Sean Teale, Coby Bell, Emma Dumont, and Chung.