Samsung is partnering with Sony Pictures Entertainment on the new Spider-Man film “Spider-Man: Brand New Day,” using Galaxy devices as part of the story and the fan experience around the movie. In the film, Ned Leeds, played by Jacob Batalon, uses Samsung Galaxy phones to track the superhero’s location, while Spider-Man is shown using a Galaxy Z Flip and Leeds uses a Galaxy Z Fold and a Galaxy Watch.
Samsung says the collaboration is meant to highlight how Galaxy products fit into everyday life and entertainment, from staying connected to capturing photos and managing daily tasks. The company’s mobile experience marketing chief, Keena Grigsby, said the partnership gives Samsung a chance to show that “even your friendly neighborhood hero relies only on Samsung Galaxy,” and emphasized the brand’s belief that its devices help people stay connected.
The movie is expected to be a major test for Sony’s Spider-Man franchise at the box office. It follows the success of “Spider-Man: No Way Home,” which became one of the biggest releases of 2021 and further connected Sony’s Spider-Man films to Disney’s Marvel universe. “Spider-Man: Brand New Day” is scheduled to arrive in theaters on July 31.
The partnership also extends beyond the movie screen. Starting Wednesday, Samsung will launch an interactive “Spidey Tracker” experience tied to the storyline created by Ned Leeds in the film. The experience will include a custom website with cast appearances, interviews, Easter eggs, content drops, and other surprises for fans. Viewers will be able to track Spider-Man sightings through SpideyTracker.com and the @SpideyTracker account on X.
Samsung says the tracker may feature appearances at live events, popular creator videos, and possibly Samsung Experience Stores. The campaign is designed to create a shared fan experience that blends the movie narrative with real-world engagement.
Sony Pictures executive vice president of global partnerships Jeffrey Godsick said Spider-Man has always been a hero connected to his community, and that the Samsung collaboration brings that idea to life both on screen and off. He said the partnership integrates everyday technology into Spider-Man’s world while giving fans new and interactive ways to follow the character.
The marketing effort shows how major film studios and tech companies are increasingly using cross-platform campaigns to build excitement around blockbuster releases. For Samsung, it offers a high-profile showcase for Galaxy devices in a globally recognized franchise. For Sony, it adds another layer of promotion to one of its most important upcoming films.
