Sony and Marvel’s latest Spider-Man installment, "Spider-Man: Brand New Day," has shattered records with an unprecedented $72 million in domestic preview ticket sales, marking the highest opening of its kind in Hollywood history. This surpasses the previous benchmark set by 2019’s “Avengers: Endgame,” which brought in $60 million during preview screenings. The film, starring Tom Holland as Peter Parker, benefitted from early screenings starting Wednesday, along with Thursday night previews, generating massive anticipation among moviegoers.

Industry analysts expect “Brand New Day” to earn around $270 million domestically over its opening weekend, which would outpace the $260 million debut of the earlier Spider-Man hit, “No Way Home” in 2021, although it is projected to fall short of “Endgame’s” $357 million first weekend. Paul Dergarabedian, an expert on marketplace trends, highlighted that the extraordinary preview sales reflect intense enthusiasm but emphasized that opening weekend results can be influenced by factors like front-loaded demand driven by fans’ fear of missing out.

Unlike “Endgame,” which used 24-hour and additional screenings extensively, “Brand New Day” has fewer late-night and early morning showings and lacks an IMAX release, as IMAX screens are reserved for “The Odyssey.” However, it will still feature premium large format presentations including ScreenX, 4DX, Dolby Cinema, and proprietary formats from chains like AMC and Regal. ScreenX and 4DX have already contributed notable sums during previews and are expected to add significantly to opening weekend totals.

Debuting at the end of July, “Brand New Day” is poised to provide a boost to the typically slow August box office, offering momentum for theaters as the summer movie season winds down. The 2026 domestic box office has yielded $5.6 billion in ticket sales through the end of July, trailing pre-pandemic 2019 levels by 16%, but narrowing to a 9% difference in the summer window. The film’s continued performance through August, alongside upcoming releases like Lionsgate’s “The Hunger Games: Sunrise on the Reaping” and Warner Bros.’ “Dune: Part Three,” should help sustain box office growth into the fall.