In the run up to Twentieth Century Fox and Marvel's X-Men: Days of Future Past, due in theaters on July 18, 2014, the advance branding is both menacing and meta. The film's fictional Trask Industries—not to be confused with but still nodding at Marvel brethren Tony Stark's Stark Industries—was revealed this week in a corporate Web site and slick infomercial touting the tinny slogan, "Join Trask Industries as we celebrate 50 years of the Sentinel program and look forward to an even brighter future." The next X-Men film brings together stars of several X-Men films past, including Ian McKellen, Patrick Stewart, Jennifer Lawrence, Halle Berry, James McAvoy, Michael Fassbender and Anna Paquin. Peter Dinklage leads the charge against mutant X-genes in the human population as scientist Bolivar Trask.