‘Spider-Man: Brand New Day‘ arrived in theaters backed by one of the most extensive brand partnership pushes Hollywood has ever seen, blanketing everything from fast food chains to smartphone makers in Spidey branding. Several of Sony’s partners were brand new additions to a ‘Spider-Man’ campaign for the first time, including Liquid I.V., Samsung, Takis, and poppi. That gap suggests Sony leaned far more heavily on brand partnerships and digital reach than conventional media buys to build the film’s massive promotional footprint. With numbers like these, ‘Spider-Man: Brand New Day’ has become as much a case study in modern blockbuster marketing as it is a box office phenomenon. What do you think about the record-breaking promotional campaign for Spider-Man: Brand New Day?