A Famous Players cinema in Prince George, British Columbia, displayed a hand-drawn Spider-Man: Brand New Day poster after the official materials did not arrive in time. Employee Drake Landon created the replacement, inspired by the ‘Spooder-Man’ meme, and the drawing became widely shared online, highlighting how an improvised promotional display resonated with audiences.

The poster includes an apology note with spelling mistakes, which added to its appeal, and a Reddit post featuring it received more than 51,000 upvotes. Cineplex said the team had “a little fun” while awaiting the official poster; the film itself has reportedly broken several box-office records, including reaching $500 million domestically within seven days.