Sony’s promotional partner campaign for ‘Spider-Man: Brand New Day’ is valued at $309 million worldwide, which Deadline reports is a record for a Hollywood film. The campaign underlines the commercial scale of the sequel ahead of its expected $470 million global opening weekend and aims to reach audiences across age groups rather than targeting a single demographic.

The figure surpasses Sony’s previous $288 million record for 2019’s ‘Spider-Man: Far From Home’ and excludes licensing and merchandise revenue, which belongs to Disney. The campaign involves 165 brands, while RelishMix estimates the film’s social-media reach at 2.86 billion, above ‘Avengers: Endgame’ at 2.4 billion; four partners also appear as product placements in the film.