Spider-Man: Brand New Day just broke a record that no Hollywood movie has ever touched. Sony’s massive promotional campaign for the upcoming Marvel sequel has rewritten the record books ahead of its opening weekend.
Spider-Man: Brand New Day’s massive promo partner campaign revealed
Sony’s Spider-Man: Brand New Day has set an all-time Hollywood record for promotional partner campaigns. Deadline reports the Destin Daniel Cretton-directed Marvel Studios co-production amassed a worldwide media value of $309 million. The figure eclipses Sony’s own previous benchmark of $288 million from 2019’s Spider-Man: Far From Home.
The Tom Holland and Zendaya sequel is tracking for a $470 million global opening this weekend. However, the $309 million media value notably excludes any revenue from licensing partners. Instead, Disney retains the licensing and merchandise rights for the Spider-Man franchise.
Meanwhile, Sony EVP of Brand Strategy & Global Partnerships Jeffrey Godsick stressed the movie’s wide-ranging appeal. “It’s a true 8-to-80-years-old movie, it’s for everybody,” Godsick told Deadline. As a result, the studio designed its campaign to reach young audiences, older viewers, and families simultaneously.
“When you have a collection of partners like this, you’re able to speak to different constituencies, instead of igniting one demographic,” Godsick added. In total, 165 brands participated in the promotional campaign across global markets. Furthermore, four of those brands secured product placement cameos directly within the film.
For instance, Tom Holland’s Peter Parker eats Little Caesars pizza and operates a Samsung phone onscreen. Characters also interact with ASUS computers, BMWs, and Liquid I.V. drink mix throughout scenes. Notably, Liquid I.V., Samsung, Takis, and poppi are all first-time Sony partners on the campaign.
Little Caesars and McDonald’s together account for the largest share of the campaign’s media value. Additionally, Samsung and BMW rank as the next biggest contributors. McDonald’s is also distributing 12 exclusive mini-backpack keychains through Happy Meals across 80 international markets.
On the social media front, analytics firm RelishMix measured Brand New Day’s universe reach at a record 2.86 billion. That surpasses Avengers: Endgame’s previous benchmark of 2.4 billion across platforms. It also registers at 3.2 times above average norms for 26 superhero titles across all platforms.
