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A person in a Spider-Man suit during filming on Hutcheson Street in Glasgow for the latest film in the Spider-Man franchise, Spider-Man: Brand New Day. The sequel will see Tom Holland reprise his main role and is set to be directed by Destin Daniel Cretton. Picture date: Wednesday August 13, 2025. (Photo by Andrew Milligan\/PA Images via Getty Images)<\/p>\n
PA Images via Getty Images<\/p>\n
Watch any film or television show closely and you\u2019ll notice that brands vanish. Labels face away from the camera. Post-production blurs logos. Products appear in generic packaging. That\u2019s not a prop department accident. For decades, studios kept brands off screen and brands preferred it that way.<\/p>\n
Spider-Man: Brand New Day shows how that dynamic has flipped. Brands that once hid from the big screen are now paying millions to get on it.<\/p>\n
The Tom Holland and Zendaya-led blockbuster earned a record-breaking<\/a> $72 million in Thursday previews, surpassing the $60 million record Avengers: Endgame set. But the more telling record came before anyone purchased a ticket.<\/p>\n The film\u2019s promotional partner campaign generated $309 million<\/a> in worldwide media value across 165 brands, beating the previous benchmark of $288 million<\/a> that Spider-Man: Far From Home set. Several of those brands paid to be inside the film.<\/p>\n Why Brands Historically Stayed Off Screen<\/p>\n The old model had a straightforward logic. Trademark law<\/a> protects distinctive brand identifiers\u2014like words and symbols\u2014that tell the public exactly who is behind a product. When a studio puts a recognizable brand on screen without permission, it risks implying a commercial relationship that doesn\u2019t exist. <\/p>\n Brands can pursue legal action for that unauthorized use, so studios turn labels away from cameras and keep them generic. The law hasn\u2019t changed. What changed is what brands want.<\/p>\n What Changed<\/p>\n Social media and streaming have fractured the traditional advertising model in ways that are impossible to ignore.<\/p>\n The percentage of U.S. households subscribing to cable dropped<\/a> from a peak of 88% in 2010 to below 50% in 2026. Meanwhile, users spend<\/a> an average of 2 hours and 21 minutes daily on social media\u2014time they don\u2019t spend watching commercial breaks. The 30-second commercial is losing its audience.<\/p>\n Brands have chased that fleeing attention into influencer marketing, which grew from a $1.7 billion<\/a> niche in 2015 to a projected $25.62 billion<\/a> industry in 2026. But influencer marketing has a ceiling. No creator can guarantee millions of viewers, sitting in the dark with no skip button.<\/p>\n A theatrical blockbuster can. And that changes everything about why brands want in.<\/p>\n What \u2018Spider-Man: Brand New Day\u2019 Looks Like From Inside<\/p>\n Of the 165 participating brands, only a handful secured on-screen appearances. The placements were deliberate. Spider-Man himself uses Samsung\u2019s Galaxy Z Flip. Other characters use Samsung\u2019s Galaxy Z Fold and Galaxy Watch. Sony wove the devices into the plot. <\/p>\n Little Caesars appears by name. Liquid I.V. sits on a shelf in Spider-Man\u2019s apartment. ASUS ROG computers appear in multiple scenes. BMW vehicles move through the city.<\/p>\n