You can read my full recap of the marketing campaign for Spider-Man: Far From Home at The Hollywood Reporter.
Online and Social
Surprisingly, the movie’s official website is actually pretty basic and a little boring. It just has the standard marketing content along with a “Fan Art” section that’s a nice touch. There are also links to the Facebook, Instagram and Twitter profiles.
Media and Publicity
Before any other formal publicity had started, Holland showed up in a skit on “Jimmy Kimmel Live” to retrieve his mask and let people know the movie was coming out in the summer of 2019. In early December, Gyllenhaal joined Instagram with a post teasing his role as the movie’s big bad.
Gyllenhaal talked about how this was the right time for him to make the move into big productions while he was promoting Velvet Buzzsaw earlier this year and how he was obsessed with his costar Holland.
During the Avengers: Endgame press cycle, Marvel’s Kevin Feige revealed that this, not Endgame, was actually the final entry in Phase Three of the Marvel Cinematic Universe, though he was still vague on when the story actually takes place. How that movie impacted this one was the subject of an interview with the creative team. Holland also teased what’s in store for Peter Parker as he tries to be a super hero outside his native New York City.
After the second trailer came out and created all sorts of post-Endgame questions Watts addressed some of them, including how the time jump from that movie might impact the characters in this one.
Much of the primary cast appeared on “Jimmy Kimmel Live” to talk about shooting the film and what they thought of it in relation to Endgame. They also made a surprise appearance at Disneyland to the delight of visitors to a stunt show featuring Spider-Man.
An extended bit on a later episode of “Jimmy Kimmel Live” was billed as an “exclusive clip” but was really just a fake scene with Kimmel playing a dry cleaning employee interacting awkwardly with Peter Parker.
Holland appeared on “The Late Show” to share stories of filming the movie and more. He later teased there were rough plans for him to make a brief cameo in Into the Spider-Verse that were spiked early on in the process. Zendaya stopped by “The Late Show” to talk about filming and stunts and more.
Watts talked more about how he worked over the last couple years with the Russo Brothers to make sure his movie worked in connection with theirs and what surprises he’s planted for fans. He also later explained that scenes included in the trailer that were cut in the final film would reappear in a new short on the home video release.
The cast made an appearance in costume at a Los Angeles children’s hospital to visit patients there.
The Gyllenhaal/Holland pairing on the publicity circuit isn’t quite at Gyllenhaal/Reynolds, but it’s close, reinforced by the results of the photo shoot for another EW cover story.
One more point I didn’t fully make in my THR column was that, upon further review, there were almost no story stakes presented the campaign for the movie. Sure, Spidey seems to team up with Mysterio at the behest of Fury, but beyond stopping a handful of ill-defined creatures, what does it matter? Neither that showdown nor Peter’s crush on MJ are shown in any way that the outcomes matters in a tangible way.
That’s remarkable and shows that with these massive event movies you don’t need to make the audience care about the characters or story, just show them that they’re there.
Picking Up the Spare
There have been a lot of conversations with the movie’s writers and directors, including one where the writers discussed *that* Nick Fury line from the trailer. The costume designers also talked about the looks sported by Spidey and Mysterio.
EW offered lots more on the movie, including reports from an earlier set visit and an exclusive custom Snapchat lens.
The movie reportedly received $288 million worth in media promotions from Sony and its partners.
Gyllenhaal’s appearance on “The Late Show” continued the love fest between him and Holland.