Just days before the theatrical premiere, Fox released a final television ad spot for The X-Files: I Want to Believe on July 22, 2008. The ad was part of an intensive last-week push to drive audiences to cinemas for the opening weekend of the film, which had been one of the most anticipated genre releases of the summer.
Building to the Premiere
The final TV ad spot featured climactic moments from the film and underscored the emotional stakes of Mulder and Scully's reunion, playing on years of fan investment in the characters. David Duchovny and Gillian Anderson's appearance together on screen for the first time since the 2002 series finale was a genuinely emotional moment for longtime fans.
The ad aired alongside a major press campaign that included red carpet appearances, television interviews, and an official world premiere event on July 23, 2008, in Los Angeles, attended by the full cast and creative team.
Legacy of the Film
While I Want to Believe divided critics, it remained a meaningful milestone in the X-Files story — proof that audiences still cared deeply about Mulder, Scully, and the world Chris Carter had built. The film paved the way for the eventual two-season revival of the series in 2016 and 2018, in which Duchovny and Anderson returned once more.