Sony Pictures Corporation has implemented the largest marketing campaign in the history of Hollywood for the movie "Spider-Man: A New Day", directing $ 309 million to promote it. This amount became an absolute record among Hollywood blockbusters, exceeding the previous figure of the studio itself, set in 2019 when promoting the film "Spider-Man: Far from Home", where the budget was $ 288 million. Such a large-scale investment reflects management's strategic confidence in the franchise's commercial potential and its ability to generate significant box office revenue in the global market.

The key factor justifying the impressive marketing budget was the versatility of the franchise's target audience. Jeffrey Godsick, Sony's vice president of Brand Strategy and Global Partnerships, emphasized that the project is aimed at viewers between the ages of 8 and 80, which allows it to reach the widest possible demographic base. It was this characteristic that provided the studio with the opportunity to establish partnerships with 165 brands simultaneously, including Samsung, BMW, McDonald's, as well as the Fortnite and PUBG Mobile gaming platforms. Additionally, football player Lionel Messi was involved in the campaign, which expanded the audience's reach beyond traditional film platforms.

Special attention was paid to digital communication channels during the campaign. The film's social media reach reached 2.86 billion people, which was a new industry record, significantly surpassing the previous leaders – "Avengers: Endgame" with 2.4 billion and "Avengers: Infinity War" with 2 billion views. The worldwide distribution of Spider-Man: A New Day started in most countries on July 31, 2026, and the first box office receipts will allow us to evaluate the effectiveness of the studio's unprecedented marketing investments in practical terms.