'Spider-Man: Brand New Day' joins $1b club as second-fastest film ever
Sony Pictures Motion Picture Group Chairman Tom Rothman said the film's universal themes of friendship and hope have connected with audiences worldwide.
"Spider-Man: Brand New Day" has crossed the $1 billion mark globally, becoming the second-fastest film to reach the milestone after "Avengers: Endgame (2019)".
The Destin Daniel Cretton-directed film has earned $1.052 billion worldwide despite not having IMAX screenings in North America, though it did play in IMAX in markets including Japan, South Korea and China, Deadline reports.
Sony Pictures Motion Picture Group Chairman Tom Rothman said the film's universal themes of friendship and hope have connected with audiences worldwide.
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Rather than trying to recreate "Spider-Man: No Way Home", the filmmakers focused on a more character-driven story centred on Peter Parker and Sadie Sink's Jean Gray, a complex villain audiences sympathise with.
Rothman said the marketing campaign prioritised emotion over spectacle.
The first trailer became the most-watched ever, generating 719 million views in its first 24 hours and 1.1 billion views within four days across the motion picture and gaming industries.
Married stars Tom Holland and Zendaya promoted both "Brand New Day" and "The Odyssey" during a joint global press tour.
Rothman said Sony adjusted its plans after Holland informed the studio in advance, adding that both films benefited from the shared promotional effort.
The film also amassed a record social media reach of 2.86 billion followers across major platforms before release.
No superhero fatigue, says Rothman
Rothman dismissed the idea of superhero fatigue, saying audiences only tire of repetition.
He highlighted Jean Gray as a villain who is also a victim, arguing that Peter Parker's true heroism lies in saving rather than simply defeating her.
He also said future Spider-Man films with Marvel will continue to be negotiated on a film-by-film basis and expressed hope that Holland will return.
Box office highlights
The film earned a record $47 million on Monday (3 July) in the US and Canada, taking its domestic total to $407 million. Internationally, it has grossed $645.8 million after opening at No 1 in 66 markets across 82 territories.
Its biggest international markets are:
- China – $132.9m
- UK – $55.6m
- Mexico – $43.6m
- India – $35.4m
- France – $31.4m
Sony credited its marketing team for the film's success.
The $225 million production secured a record $309 million in promotional partnerships with Samsung, BMW, McDonald's and Little Caesars, excluding global print and advertising costs.
The campaign featured the interactive SpideyTracker website, Google Maps and Google Search Easter eggs, a TikTok Spotlight programme across 48 markets, creator events, and a Fifa World Cup crossover featuring Lionel Messi and Tom Holland.
These initiatives helped expand the film's reach beyond Marvel's core fan base.
