UPDATE: The conversion is complete. Brand New Day just topped Endgame at the box office too, posting an all-time record $167 million-plus opening day, with Endgame‘s $357.1 million weekend crown now in play.
The biggest social media footprint ever measured for a movie belongs to Spider-Man: Brand New Day.
RelishMix pegs the movie’s social universe across TikTok, YouTube, Facebook, X, and Instagram at 2.86 billion, an all-time record for the firm, ahead of Avengers: Endgame at 2.4 billion and Avengers: Infinity War at 2 billion, and more than triple the superhero genre norm, per data reported by Deadline.
Zendaya alone brings 216 million followers, with Tom Holland at 70 million and Jon Bernthal at 5.3 million.
All of it is converting.
The movie already delivered the biggest superhero opening day in China in seven years on Wednesday, and the $465 million global opening projection is still climbing, with Deadline now pegging the worldwide debut at $470 million.
The $309 Million Bet
And the brands saw it coming.
The promo partner campaign behind the film has reached $309 million in worldwide media value, the biggest number ever recorded for a Hollywood movie, topping the previous all-time mark of $288 million, which Sony also holds via 2019’s Spider-Man: Far From Home.
Here is the kicker: that $309 million doesn’t include a dime of licensing or merchandise money, since Disney controls those rights for Spider-Man.
The real value of everything attached to this movie is even higher.
165 Brands Deep
The campaign spans 165 brands, and some of them are in the movie itself.
Spider-Man eats Little Caesars pizza, uses a Samsung phone and ASUS machines, swings past BMWs all over the city, and walks into a bodega stocked with Liquid I.V. Samsung, Liquid I.V., Takis, and poppi are all working with Sony for the first time.
Little Caesars, the domestic fast food partner, is behind the Webberoni Pizza, and the Spider-Man boxes it comes in are already pulling $100 on eBay. The chain also recreated Peter Parker’s apartment for an event that drew 20,000 RSVPs. Per Deadline, Little Caesars and international partner McDonald’s lead the campaign in value, followed by Samsung and BMW.
Samsung is pushing its Galaxy Z foldables and Galaxy Watch line alongside the Spidey Tracker, the gadget Jacob Batalon’s Ned Leeds uses in the film, with Batalon fronting a TV spot for the brand as well.
BMW got its new Neue Klasse iX3 and 5 Series sedan written into the story, while Liquid I.V. is running a full 360 campaign with co-branded packaging, a climbing wall in New York, and its own Ned Leeds commercial aimed at the under-35 crowd that made up 85 percent of Spider-Man: No Way Home’s opening weekend audience.
On the gaming side, Fortnite launched a Brand New Day outfit inspired by all three big screen Spider-Men plus a Punisher outfit, brought Web Shooters back, and is showing a new clip introduced by Holland, while PUBG Mobile has a full in-game integration backed by Times Square billboards.
Takis webbed bags of its chips to walls around New York City in a stunt where only Spidey could reach them, McDonald’s is loading Happy Meals with 12 mini-backpack keychains across 80 international markets, and Singapore Airlines’ budget carrier Scoot has two Spider-Man themed planes in the air. KitKat, 7-Eleven, Kayak, and Synchrony are on board too.
Sony brand strategy boss Jeffrey Godsick tells Deadline the wide net is the point, calling Spider-Man “a true 8 to 80 years old movie, it’s for everybody.”
Step back and add it up: the biggest social footprint ever measured, 165 brands betting nine figures of media value that audiences want more Spider-Man, and a China opening that broke a seven-year record before the movie even hit North America.
Superhero fatigue remains a myth, and the receipts keep piling up.
Spider-Man: Brand New Day opens in North America on Friday, July 31, with Avengers: Doomsday next up on December 18.
