At the top of the home page, the visitor sees a impactful banner featuring the large cast of the film. The user can drag the ‘X’ that is layered over the image to reveal characters from the two different time periods seen in this film. This helps to engage the audience as it involves participating in an activity. This gives insight into the film as the user can clearly see that within the ‘X’ it shows government buildings in Washington DC in tact, while outside of the ‘X’ the same scene appears more dystopian.
Users can click on individual characters to view a bio of the character, their super powers and the actor’s bio. This further engages the visitor as they can go through the information on each character. They will also see that there are two Professor X’s and two Magneto’s, conveying that they are major characters in this film. At the bottom of the website, there is an advertisement for the ‘Cerebro’ mobile app. Through this app, users can find out information about the characters, story and production of the film. This app could act as a ‘second screen’ app, meaning that you can have it open while watching the film and see information about what is currently on screen. There is a section on the site that contains links to social media sites and three in-universe viral market sites. The social networks include the most most popular two, Twitter and Facebook, as well as Tumblr, which is particularly popular with fans of the genre.
The first of the in-universe sites is one for the fictional company Trask Industries, on this site, users can see the product range that this business offers, particularly the products that help them to hunt mutants within the film. Users can take a quiz to discover what job they would be best suited for at Trask Industries. The next site is ‘the Bent Bullet,’ which is a conspiracy theory website, about JFK being a mutant and Magneto’s involvement in his assassination. The third site is called ’25 moments,’ which walks through 25 key moments in the history of the universe, leading from the previous film (X-men: First Class) to the dystopian future seen in Days of Future Past. These help to engage audiences as they can get an interactive insight into the world of the film.