Sony's Spider-Man: Brand New Day has assembled a promotional partner campaign worth $309 million in worldwide media value — an all-time record for any Hollywood film, per Deadline. That figure surpasses the $288M campaign Sony mounted for 2019's Spider-Man: Far From Home, the studio's previous benchmark. And it does not include licensing and merchandise money, which flows to Disney, the holder of Spider-Man's consumer-products rights.

The film, a co-production between Sony and Marvel Studios directed by Destin Daniel Cretton, is expected to open to $470 million at the global box office. For context, that opening projection is a separate number from the $309M in promotional media value — the latter is the estimated worth of advertising exposure generated by brand partners across TV spots, digital campaigns, in-store displays and social content, not cash handed to the studio.

The scale is staggering on the social side, too. The film's social media universe — measured across TikTok, YouTube, Facebook, X and Instagram by the analytics firm RelishMix — reaches 2.86 billion people. That is also an all-time record, ahead of Avengers: Endgame (2.4 billion) and Avengers: Infinity War (2 billion), and 3.2 times the superhero genre norm, per Deadline. The cast's own followings fuel that reach: Zendaya commands 216 million social media fans, Tom Holland 70 million, and Jon Bernthal 5.3 million.

One hundred and sixty-five brands are involved in the campaign. Five of them — Little Caesars, Samsung, ASUS, BMW and Liquid I.V. — secured product-placement cameos within the film itself. Little Caesars and McDonald's together lead the majority of the campaign's value, followed by Samsung and BMW. Little Caesars serves as the US fast-food partner; McDonald's handles international.

Some of the tie-ins go well beyond a logo on a cup. Little Caesars created a "Webberoni Pizza" in a Spider-Man-themed box and reconstructed Peter Parker's apartment from the film as a promotional installation, drawing 20,000 RSVPs. Samsung is pushing its Galaxy Z foldable phones and Galaxy Watches alongside the film; Jacob Batalon's character Ned Leeds uses a "Spidey Tracker" device on screen and appears in a cinematic TV spot for the campaign. BMW, a global partner, collaborated with E Ink on a red-carpet display for the premiere, per the E Ink Facebook page.

First-time Sony partners on the campaign include Liquid I.V., Samsung, Takis and poppi. Jeffrey Godsick, Sony's EVP of Brand Strategy & Global Partnerships, oversees the programme.

What makes this stand out is the gap between the marketing spend and the box-office target. A $309M promotional value riding alongside a $470M opening projection means the partner campaign alone is worth roughly two-thirds of what Sony expects the film to gross in its first weekend worldwide. Hollywood has leaned heavily on brand partnerships for years — they offset marketing costs and extend a film's reach into aisles and feeds the studio could never buy on its own. But the numbers here put Brand New Day in a category of its own, even by the swollen standards of superhero tentpoles.