New Spiderman film casts a wide web of brand tie-ups

Spiderman can swing up and down but his popularity seems to only soar.

The latest movie in the Spiderman franchise, Spider-Man: Homecoming, has attracted 60 brands as merchandise partners and seven media/promotion partners. This is among the highest brand associations for a Hollywood film in India. 

Merchandising contracts with Hollywood films have become increasingly popular in recent years as these films have grown in popularity and are seeing commercial success. Brands are keen on using movies to increase visibility and engagement with the audience. In-movie placements started in Indian films in the 1990s. But for Hollywood films, brands in India have to depend on either promotional tie-ups or merchandise deals.