 Warner Bros. enlisted entertainment marketing agency the Kartel Group to market the film to gay men.Website AfterElton.com noted that gay men could not connect with the first trailer as the film "was marketed as a romantic comedy" through Tatum and Horn's relationship, but that it changed when the campaign also focused on "the male form part of it [the film]" through a red-band trailer (the fourth one).In June 2012, a "Magic Mike" float was included in the West Hollywood gay pride parade and in other gay pride events such as in New York and in San Francisco.