The advertising campaign for the film "Spider-Man: New Day" has set a new Hollywood record. According to Deadline, the cumulative media value of partnership promotions reached $309 million. The previous record belonged to the film "Spider-Man: Far From Home," whose promo campaign in 2019 was valued at $288 million.
This figure does not represent Sony's direct advertising expenses, but rather the estimated value of promotion provided by partners. This sum also excludes revenue from licensing and sales of Spider-Man merchandise, which is managed by Disney.
A total of 165 brands joined the campaign, including McDonald's, Little Caesars, Samsung, BMW, ASUS, Liquid I.V., and Takis. Some of them are integrated directly into the film: Peter Parker uses a Samsung smartphone and ASUS computers, eats Little Caesars pizza, and BMW cars appear on the streets of New York.
In parallel, Fortnite and PUBG Mobile launched thematic collaborations, featuring skins and items inspired by the film. McDonald's prepared a collection of 12 keychains for Happy Meal, and Scoot airline decorated two passenger planes in the style of Spider-Man.
The film's social media reach has already hit 2.86 billion contacts. According to RelishMix, this is also a new record: "Avengers: Endgame" garnered 2.4 billion before its premiere, and "Infinity War" — 2 billion.
Sony representative Jeffrey Godsick explained the scale of the campaign by the hero's universality:
"This is a film for audiences from eight to eighty years old. It suits everyone. Thanks to such a diverse set of partners, we can appeal to different audiences, rather than trying to attract just one group."
According to preliminary forecasts, "Spider-Man: New Day" could earn about $470 million in its first worldwide weekend.