Sony Pictures Entertainment and its regional partners have launched an ambitious destination-led marketing campaign for Spider-Man: Brand New Day in Saudi Arabia, transforming some of the Kingdom’s most recognisable landmarks into the backdrop for the superhero’s latest big-screen adventure.
The campaign saw Spider-Man appear across iconic destinations including Diriyah, Qiddiya, AlUla and Historic Jeddah, with a series of promotional films and activations designed to connect the global Marvel franchise with Saudi Arabia’s cultural and tourism landmarks.
According to Khaled Majzoub, who led the campaign, the project was the result of two months of planning and production. He said audience response had been overwhelmingly positive even before the film’s theatrical release, with advance ticket sales exceeding expectations and putting the film on course for one of the biggest opening weekends in Saudi cinema history.
The campaign was delivered in collaboration with production company SPARKLE, VOX Cinemas Saudi Arabia, Empire Entertainment and Sony Pictures Entertainment. Majzoub credited the creative and production teams for bringing the large-scale activation to life, while also thanking the destination partners that hosted the campaign across the Kingdom’s heritage and entertainment sites.
By integrating one of Hollywood’s most recognisable superheroes into real-world Saudi destinations, the campaign reflects a growing trend in entertainment marketing, where film studios increasingly combine location marketing, tourism promotion and experiential storytelling to create culturally relevant campaigns.
The film, which stars Tom Holland, Zendaya, Jacob Batalon and Sadie Sink, opened in Saudi Arabia on July 30 and is now showing in cinemas across the Kingdom.
