Sony’s Surprising Spider-Man: Brand New Day Decision Actually Makes Sense (& Repeats a 5-Year-Old Trick)

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Marvel only has two movies scheduled for release in 2026, but both are expected to be major events. The biggest one is Avengers: Doomsday, and Disney and Marvel are already heavily promoting it with four teaser trailers – even though it’s still months away in December. Before that, in the earlier part of the year, Spider-Man: Brand New Day will hit theaters. This will be Tom Holland’s fourth solo Spider-Man movie, and it’s highly anticipated, featuring returning Marvel stars like Mark Ruffalo and Jon Bernthal.

The new Spider-Man movie, Brand New Day, is expected in July, which is just around six months away. Despite this, fans haven’t seen any trailers yet. There was some talk that a first look at Brand New Day might be shown with the movie Avatar: Fire and Ash, but that didn’t happen. Instead, we saw four trailers for Doomsday released over a month. Now that the initial promotion for Doomsday is over, people are wondering why we still haven’t seen anything for Spider-Man. However, Sony’s approach to marketing actually seems logical.

Sony Could Be Repeating the Spider-Man: No Way Home Marketing Strategy

It’s hard to remember now, but fans were once eagerly awaiting the first trailer for Spider-Man: No Way Home. The movie came out in December 2021, and it was strange that the summer passed with no preview. The first trailer finally arrived in late August, about four months before the film’s release. This was a bit unusual for a big blockbuster, but it didn’t hurt the movie’s success at all. Spider-Man: No Way Home went on to become one of the highest-grossing films ever, earning $1.9 billion around the world.

Sony’s marketing for No Way Home worked incredibly well. Keeping the first trailer under wraps for so long actually built even more excitement among fans. By the time August arrived, people were desperate for a glimpse of the movie, making the trailer release a huge event that broke online records. Usually, studios release the first trailer much earlier in a film’s promotion, but Spider-Man is different. Because he’s such a popular character – arguably Marvel’s most popular – Sony could wait for the perfect moment to reveal the first look at No Way Home. Even waiting four months still gave them plenty of time to build buzz for the film, especially considering how much people love Spider-Man.

While it doesn’t have the star power of previous Spider-Man films like No Way Home, Spider-Man: Brand New Day is still generating a lot of buzz. Fans are particularly interested in seeing how characters like Hulk and Punisher are incorporated, and everyone is curious about Sadie Sink’s role. The movie is expected to be a major summer hit, and with no trailer released yet, excitement is only building. Sony has successfully used this strategy of delaying trailers before, and they might be doing it again.

Sony hasn’t been completely quiet about the new Spider-Man movie. When filming started, they revealed the first look at Tom Holland’s new costume, letting fans know a new movie was coming. Some might argue we don’t even need a full teaser trailer yet, as Sony can continue building excitement before revealing details about the story.

There’s No Conflict Between the Spider-Man: Brand New Day and Avengers: Doomsday Marketing Campaigns

Looking at it separately, Sony’s approach to promoting Spider-Man: Brand New Day seems reasonable, especially when you consider everything happening with the broader Marvel Cinematic Universe. For the past month, most of the excitement has been focused on Avengers: Doomsday, with trailers revealing big moments like Steve Rogers’ comeback and a team-up between the Fantastic Four and Wakanda. Marvel released a new Doomsday trailer each week to keep the focus on that film. While Sony is handling the distribution of Brand New Day, it’s likely they have an understanding with Disney to coordinate their marketing efforts.

Trailers for major movies often come out around the same time – for example, the first Supergirl trailer was released before the Doomsday trailer. However, this situation is different. We have two new movies in the same series, and both are aimed at Marvel fans. Instead of releasing trailers for both at once and risking one getting lost in the shuffle, the studio decided to release them one after the other. They’re letting Doomsday have its moment first, then they’ll focus on Brand New Day.

We’ve received all four of the previously announced Doomsday teasers, but there might be more on the way soon. While it seems unlikely we’ll see additional theatrical teasers, the Super Bowl is approaching quickly. Disney hasn’t officially confirmed anything, but they often use the Super Bowl to premiere trailers for their big Marvel movies. We’ve seen first looks at films like The Fantastic Four: First Steps and Deadpool & Wolverine during the game in recent years, and many fans are hoping Disney will share another MCU spot during Super Bowl LX featuring Doomsday.

It’s unusual for Disney to advertise a movie at the Super Bowl that won’t be released for over ten months. However, Disney and Marvel have demonstrated they’re willing to start marketing campaigns very early, especially after some recent films haven’t performed as well as expected. While Brand New Day is coming out first, Doomsday is the more crucial film for the future of the Marvel Cinematic Universe. It will conclude the Multiverse Saga and needs to end strongly to excite audiences about what comes next. The Super Bowl would be an ideal time to reveal a new trailer for Doomsday, perhaps even introducing Robert Downey Jr. as Doctor Doom to generate maximum buzz. If that’s the plan, it would be best to delay the Brand New Day trailer to avoid it being overshadowed by the Doomsday campaign. With the Super Bowl just weeks away, they don’t want Brand New Day to get lost in all the hype for Doomsday.

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2026-01-22 18:42