• by Tanya Gazdik , July 19, 2026

Sony Pictures' “Spider-Man: Brand New Day” won’t be in theaters until July 31, but marketing collaborations are multiplying. Plus there's marketing for the movie itself.

Samsung’s campaign includes a nearly two-minute-long video running on both Samsung and the movie’s social accounts.

“Directed by Emmy-nominated filmmaker and Marvel alumnus Kasra Farahani, the creative follows Spider-Man as he battles crime while putting Samsung Galaxy devices through the rigors of superhero life,” according to Marketing-Interactive. “According to Samsung, the campaign is designed to naturally integrate its latest Galaxy foldables into the Spider-Man universe while building anticipation ahead of Samsung Galaxy Unpacked on July 22, where the story will continue.”

Fans can visit Samsung’s Spidey Tracker to interact with a global map, follow Spider-Man sightings, watch creator videos and uncover hidden Easter eggs. 

Some of the movie’s marketing partners are regional. 

“For Scoot, its collaboration with Spider-Man: Brand New Day reflects this shift,” according to MarkeTech Apac. “As the only airline in the Asia-Pacific region partnering with the film, the campaign transforms multiple touchpoints across the passenger journey into extensions of the Spider-Man universe.”

Liquid I.V. is using the movie for its first major motion picture collaboration.The powdered electrolyte drink brand is the film’s official functional hydration partner.

“A supporting campaign ahead of the film’s release July 31 stars the film’s Jacob Batalon, reprising his role as character Ned Leeds, as he seeks relief from a brutally hot New York City afternoon,” according to Marketing Daily. “As he strolls around the city, Spider-Man follows close behind, saving Batalon from various perils, like masked robbers and falling tools from the scaffolding above.”

The spot also promotes two limited-edition co-branded products: Hydration Multiplier Arctic Raspberry and Hydration Multiplier Sugar-Free Raspberry Lemonade.

And then, of course, there's the marketing for the movie itself.

“Sony started advertising the movie by making the official website completely blank,” according to MSN. “They did not show any videos or pictures at first. This got fans excited, and everyone started talking online to guess what would happen in the movie.”

The campaign includes a creator-led promotional strategy, “releasing trailer snippets through fans and digital creators across global markets before unveiling the full trailer,” according to Everything Experiential. “The approach is designed to maximize engagement by turning audiences into active participants in the film's marketing campaign.”