Tom Holland has kicked off the Spider-Man: Brand New Day promotional blitz with a clever bit of marketing, and the best part is hiding in plain sight.
The official Spider-Man Movie account has posted a video of Holland announcing a global tour, pointing fans to a new interactive site called the Spidey Tracker.
“Hey, what’s up everyone? It’s Tom here, and we are heading out on a massive global tour for Spider-Man: Brand New Day,” Holland says in the video. “I cannot wait to see all the fans around the world and celebrate Spider-Man together. Drop where you think we’re headed first. I hear that there’s something called the Spidey Tracker that’ll keep track of where we’re going, so follow along there to see if you’re right.”
The accompanying post lays out the game: “Calling all Spidey Trackers! Where in the world is Spider-Man going next? Follow along: SpideyTracker.com.”
The Spidey Tracker Is Straight Out Of The Movie
Here’s the detail most coverage will miss: the Spidey Tracker isn’t just a marketing gimmick — it’s lifted directly from Brand New Day itself.
Back at CinemaCon in April, the footage shown to theater owners included a scene where Ned Leeds tells Peter Parker he’s built an app called “Spidey-tracker,” where users report Spider-Man sightings around the city.
So Sony has taken an in-movie plot element and turned it into a real-world fan experience. It’s the kind of fourth-wall marketing that rewards fans paying close attention, and it doubles as a soft tease for Ned’s role in the film.
Fans Are Already On The Hunt
The tracker itself is a stylized, retro-game-styled map where “sightings” of Spider-Man pop up across the globe, split between confirmed appearances and rumored ones as the cast’s tour route unfolds.
Predictably, fans have already swarmed it, trading guesses about where Holland and company are headed first and racing to log sightings before the official stops are revealed.
In fact, fans have already gone a step further than guessing — a datamine of the tracker has surfaced a full list of planned tour stops, including a New York world premiere and a possible Comic-Con appearance.
Perfect Timing Ahead Of June 17
The timing is no accident. The global tour and Spidey Tracker launch land just ahead of June 17, the day tickets go on sale, Sony holds its Global Fan Event in Amsterdam, and the new trailer is widely expected to debut.
Sony is clearly building momentum across every channel heading into that date.
For everything we know about the movie — cast, villains, plot leaks, and release details — check our Spider-Man: Brand New Day guide. Spider-Man: Brand New Day swings into theaters July 31, 2026.
