I'm pretty sure they've actually promised it wouldn't be PG-13 on numerous occasions since the fans know you can't make a good Deadpool movie pg.
As for the hype, I think it gets beat by Zoolander, but this movie probably has expectations of $100m domestic which it can probably do if it makes $30m opening weekend and loses to Zoolander which can make $40-50m. Disclaimer I'm not box office expert. Totally made up those numbers. R rated movies rarely top pg movies like Zoolander due to the limited audience.
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