How Spider-Man: Brand New Day made people rethink brand and entertainment partnerships
UEG MENA’s Sawsan Abdillahi shares her observations from brand partnerships surrounding Spider-Man: Brand New Day, and explains why brands that win the next decade will not sponsor culture, but will help create it.
Last Thursday I spent the better part of an hour trying to find tickets for the newly released Spider-Man: Brand New Day. Our usual spot at Vox Cinemas Mall of the Emirates was sold out. Every premium screening, every standard screening, every time slot up until midnight was taken. We ended up finding a 9pm show on the opposite side of Dubai after checking almost half the cinemas in the city.
I should not have been surprised. The film went on to record the biggest opening weekend in Middle East box office history, generating $18.4m across the region between 30 July and 2 August, according to Empire Entertainment, Sony Pictures’ exclusive theatrical distributor across the region. The UAE contributed $7.4m million and Saudi Arabia $5.4m, making them the film’s two biggest markets in the region.
It was a fun night out, meant for me to forget my day, but I ended up walking out thinking about marketing.
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