Sony Reportedly Spent More Than $140 Million To Promote Spider-Man: Homecoming

It seems that Sony went all out to promote the newest reincarnation of Peter Parker on the big screen. Spider-Man: Homecoming is reported to boast a promotional budget of more than $140 million.

Studios spend millions to promote their upcoming films but even so, I’m a bit surprised that Sony spent this much on Spider-Man: Homecoming. According to Deadline, more than $140 million was spent to promote the live-action web-slinging teen hero.

Why am I surprised? Well, it’s because Spider-Man: Homecoming was reportedly made for $170 million which is quite near its promotional budget. Also, Disney spent around $80 million to promote Guardians of the Galaxy Vol. 2 which was made for $200. Considering all of that, Sony did a lot to promote the latest film in the MCU.

“Teaming with these incredible worldwide partners, it signals to the world that Spider-Man: Homecoming is more than a movie: it’s a global cultural event,” Josh Greenstein, Sony’s president of worldwide marketing and distribution stated. Jeffrey Godsick, Sony’s partnerships group chief and the orchestrator of the massive campaign, added, “We have been evolving our promotional campaigns to go well beyond the 30 seconds [TV] spot. With longer form pieces of content, digital games and activations, and publicity stunts and events, the Spider-Man: Homecoming program best reflects this evolution.” (via CBR)

No wonder you’ve probably already seen promotional content featuring Spider-Man in ads for Dell, Audi, Pizza Hut, and more. They also made a Spider-Man drone.

So, is Sony getting its money back? It seems like the studio will. The film has been getting great reviews. It also opened well at the box office. According to the deal, Sony will keep all box office returns while Disney will receive the merchandising profit.

As for the movie itself, I kind of enjoyed it. I’m not a huge Spider-Man fan but I liked the young vibe the new film had. It also did what it could to be more diverse.

Have you watched Spider-Man: Homecoming yet? What did you think? Let us know.

Author: Farid-ul-Haq

Farid has a Double Masters in Psychology and Biotechnology as well as an M.Phil in Molecular Genetics. He is the author of numerous books including Missing in Somerville, and The Game Master of Somerville. He gives us insight into comics, books, TV shows, anime/manga, video games, and movies.

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