From cameos in K-pop videos to cooking chimichangas with celebrity chefs, movie stars like Ryan Reynolds are trying ever-more unorthodox stunts to reach fragmented Gen-Z audiences, according to Disney's marketing chief.

The giant Hollywood studio is enjoying a blockbuster summer, with irreverent superhero movie "Deadpool & Wolverine" becoming its latest film set to pass $1 billion at the global box office this weekend.

Speaking at Disney's D23 fan convention Saturday, chief brand officer Asad Ayaz attributed a large part of that breakaway success to stars Reynolds and Hugh Jackman pushing the boundaries of traditional marketing.

The A-listers appeared in character for the "Chk Chk Book" music video with Korean pop sensation Stray Kids, and joined a YouTube cooking competition with Gordon Ramsay and his 22-year-old daughter.

They also took their world tour to a European Championship........

© International Business Times