Looks like there is a balance when promoting on social...
"20th Century Fox is turning X-Men fans into their favorite characters on Snapchat today. The film studio bought out today's line-up of lensesâ€”the photos and videos that users can apply to their snapsâ€”with different lenses based on nine of the movie's characters: Beast, Professor X, Quicksilver, Apocalypse, Storm, Nightcrawler, Cyclops, Mystique and Magneto.
The filters promote the film, which comes out on Friday. Whether or not users will respond well to seeing ads soley in the app today is unclear, as a number of users have already complained on Twitter about not being able to access the app's usual stable of lenses like filters that make it look like you're vomiting a rainbow or a filter that turns your face into a dog."