EXCLUSIVE: Sonys Spider-Man: Homecoming has racked up more than $140 million in media value in a global promotional campaign that spans 30 brands. Thats the most lucrative ever for a Spider-Man title and on par dollar-wise with the global pushes of Sonys 007 movies Skyfall and Spectre.
In addition, the value of Homecomings campaign outstrips that of Marvels previous summer release Guardians Of The Galaxy Vol. 2, which analysts valued around $80M.
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When it comes to merchandising, we hear thats where Marvel benefits the most because the studio controls that aspect of Spider-Man while Sony has the feature film license. Spider-Man retails sales per NPD were estimated to be in the $1.3 billion range annually three years ago when Amazing Spider-Man 2 hit theaters, while Avengers generated $1 billion.