Spider-Man Has Grossed More Than $2.3 Billion. Any Brand Can Copy Its Marketing Playbook

Sony turned fans into distributors, partnerships into reach, and authentic moments into connection.

EXPERT OPINION BY AMY ZWAGERMAN, BRAND AND AI STRATEGIST

Tom Holland attends the Los Angeles Premiere of Columbia Pictures’ “Spider-Man: Brand New Day.” Photo: Getty Images

Sony spent $3.6 million on national television advertising for Spider-Man: Brand New Day against a genre norm of $20 to $25 million.

Five weeks in, the film has crossed........

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