Spider-Man: Far From Home Breaks Record with $288M Promo Campaign

Spoilers ahead for Spider-Man: Far From Home.

Spider-Man: Far From Home dominated the weekend box office with over $93.6 million in ticket sales, and some of that may be thanks to its record-breaking promotional campaign.

According to Deadline, the film had a $288 million promotional media campaign, the largest in history. (The studio behind the film is Sony Pictures, though the movie is part of the larger Marvel Cinematic Universe.)

The promo campaign easily bested that of Avengers: Endgame, when Disney spent over $200 million on its own promo campaign. And Spider-Man: Homecoming, the previous Spidey film, had a $140 million promo campaign.

Several brands participated in the production and marketing of the movie. United Airlines had one of its planes featured in the film when Peter Parker and his classmates fly to Europe, so along with the film promo, Spider-Man appeared in United's airplane safety video, as well as being featured on limited-edition, branded amenity kits for flyers.

Pizza franchise Papa John's, has a special Far From Home box that comes with its own Snapchat VR code, allowing customers to get 360-degree views of some of the sites Parker visits in the movie.

Dr. Pepper also released its first new flavor in 5 years, called the Dr. Pepper Dark Berry that has Spider-Man featured on the cans, along with having a full digital promotional campaign for the movie.

“There is an accessibility and cool factor that makes Spider-Man the greatest superhero in the world," Jeffrey Godsick, EVP of Brand Strategy and Global Partnerships said, "and we embraced this by working with promotional partners to not only break records, but more importantly to create breakthrough creative executions. Each promotional partnership program delivers at least one publicity or marketing extension that gives fans a more immersive and interactive experience, or something never done before.”

To date, Spider-Man: Far From Home has grossed over $577 million worldwide. Be sure to check out all of our Spider-Man: Far From Home coverage, including our review, the history of the Spidey villain Mysterio, and our 9 biggest WTF questions from Spider-Man: Far From Home.

Source: IGN

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