“Spider-Man: Brand New Day” has rewritten the rules of in-movie advertising, generating unprecedented brand partnerships and media value. Traditionally, studios obscured brands in films to avoid legal risks tied to trademark laws that prohibit unauthorized use of logos and products. But this blockbuster shattered those conventions by partnering with 165 brands for a combined media value of $309 million, surpassing its predecessor, “Spider-Man: Far From Home.” Many of these brands, including Samsung, BMW, Little Caesars, and even Tom Holland’s own non-alcoholic beer Bero, were integrated directly into the film’s storyline and visuals.

This shift arises from the declining effectiveness of traditional advertising. Cable TV subscriptions in the U.S. have dropped from 88% in 2010 to below 50% in 2026, while audiences increasingly spend over two hours daily on social media, where advertising formats like 30-second commercials lose impact. Influencer marketing has exploded but still can’t guarantee blockbusters’ scale. Theatrical releases remain one of the few platforms with mass, attentive audiences, making movies like “Spider-Man: Brand New Day” highly attractive to brands seeking greater visibility.

On screen, the product placements in “Spider-Man: Brand New Day” are highly deliberate and play a role in the narrative. Spider-Man uses Samsung Galaxy Z Flip and Galaxy Watch devices, ASUS ROG computers appear in multiple scenes, BMW cars populate the cityscape, and Liquid I.V. products are visible in Spider-Man’s apartment. Tom Holland’s brand Bero even launched a limited-edition Spider-Man can timed with the movie’s release, blurring the line between the actor’s personal brand and the film’s universe. This marks a new era of brand collaboration where the presence of logos and labels signals intentional and lucrative partnerships.

While product integration is not new, “Spider-Man: Brand New Day” sets a new scale and standard for how films and brands collaborate. Previous classics like “E.T.”, “Top Gun,” and “Cast Away” included iconic brand placements but did not approach the breadth of 165 partners or the nearly $310 million media value generated here. The blockbuster format now fills the gap left by traditional ad breaks, offering brands a guaranteed, skip-proof way to reach millions worldwide in a highly engaging context. This transformation may reshape how future films monetize and interact with brands going forward.