'Spider-Man: Brand New Day' skips Super Bowl for trailer launch — here's when it may arrive
Super Bowl 2026 saw the trailer launch of upcoming projects like 'Project Hail Mary', 'Supergirl', 'Hoppers', 'Disclosure Day', 'Minions & Monsters', 'Star Wars: The Mandalorian and Grogu', and 'The Super Mario Galaxy Movie'. However, Marvel fans who have been waiting for the official trailer for 'Spider-Man: Brand New Day' since it was first announced on March 31, 2025, were in for a disappointment. Sony decided not to drop the 'Spider-Man' trailer during the Super Bowl, despite it being one of the most important events of the year, with viewership that exceeds a hundred million.
The decision not to spend millions of dollars on a 30-second TV advertisement when the movie is all but guaranteed to be a major hit is not all that surprising. In fact, the last time Sony paid for a Super Bowl spot was in 2023 for Bryan Woods and Scott Beck's sci-fi film '65', and before that, in 2017 for Daniel Espinosa's sci-fi horror 'Life', with both films' box office returns not justifying the investment. So, if not the Super Bowl, when can MCU fans expect to see the trailer launch of 'Spider-Man: Brand New Day'? The answer to this question may lie in upcoming releases and Sony's past strategy.
Although no official announcement has been made, the trailer is expected to drop soon. The film's distributor, Sony Pictures Releasing, will release their animated sports movie 'Goat' next week on February 13. Sony can make the most of the double holiday weekend (Valentine's Day followed by Presidents' Day) if it plans to release the trailer over the next weekend. Beyond that, dropping the trailer during the release of Pixar's 'Hoppers' on March 6, 'Project Hail Mary' on March 20, or 'The Super Mario Galaxy Movie' on April 1, will all but guarantee it a huge audience, as these films are projected to earn between $500 million and $1 billion.
However, Sony's promotional strategy for the 'Spider-Man' franchise has changed in the last few years. Past films like 'Spider-Man: Homecoming' and 'Spider-Man: Far From Home' were released in July, and the trailers launched around six months prior in December and January, respectively. But the studio opted to delay the trailer release for 'Spider-Man: No Way Home' until August 2021, four months before the film's December 17 premiere.
For 'Spider-Man: No Way Home', Sony decided to capitalize on the hype created by Tobey Maguire and Andrew Garfield's potential presence in the movie. The approach worked to the film's advantage, and the movie went on to earn $1.9 billion worldwide. If Sony decides to follow the same formula and keep a gap of 116 days between the trailer drop and the film's release, then the first week of April seems the most likely date for the trailer launch. 'Spider-Man: Brand New Day', directed by Destin Daniel Cretton and co-written by Chris McKenna and Erik Sommers, is set to hit theaters on July 31, 2026.
