Sometimes it’s hard to truly capture the hearts and minds of moviegoers with a simple poster campaign, but another new movie from the brains of Marvel’s finest comic book wizards has proved that its print-based promotion is extremely popular – so much so that half of its posters have already been stolen.

Yahoo! Movies reported that 20th Century Fox was forced to admit that it had to replace 50 per cent of all posters in its outdoor campaign for Hugh Jackman’s latest movie outing in The Wolverine, given that half of all printouts installed at bus stops and billboards had been stolen.

It’s easy to see why the poster has its charms. Aside from the fact that passers-by aren’t forced to look at Hugh’s face due to the shadowing techniques used – a bonus for anyone – the black-and-white poster is reminiscent of film noir, which has also been adopted in successful advertisements for Metal Gear Rising.

Fox’s chief creative officer Tony Sella was undoubtedly a little pleased by the fact that posters were being stolen from bus shelters, even given the cost; indeed, in this situation, crime really may pay off for the producers of the film when it hits cinemas in July.