The promotional materials for Spider-Man: Brand New Day look a bit different in one theater in Canada, and the internet is loving it.
A Famous Players theater in Prince George, British Columbia almost certainly has the most unique movie poster for the record-breaking film led by Tom Holland. It features a hand-drawn illustration by employee Drake Landon that was inspired by the Spooder-Man meme, with the title of the movie written in font strikingly similar to the script in the official promotional materials.
The movie theater did not receive the official movie poster in time for its release, which led to Landon creating an original drawing to be put in its place in the cinema. That was explained in his now-viral illustration, as a note on the poster reads, “Sorry! We never recieved the real posters! Sorry for any inconviniences!” (Yes, with those exact spelling errors and all, adding to the amusement surrounding the sketch.)
Pictures of the poster have gained widespread attention online, with one Reddit post receiving upwards of 51,000 upvotes. Landon tells The Hollywood Reporter the reaction to his Spider-Man poster has been “very unexpected,” and he’s “kinda still not realizing how big it is.”
Landon adds, “It’s crazy that my art has gone that far for something so simple.” He also confirms that “the inspiration for it was the ‘Spooder-man’ meme that was popular around in the 2010s.”
Michelle Saba, vp of communications for Cineplex, owner of Famous Players, also commended the poster in a statement shared with THR. “Our team did have a little fun as they awaited the arrival of their Spider-Man: Brand New Day poster,” she said.
It’s no secret that Spider-Man: Brand New Day has been a smash hit — at the box office, and with viewers. The film triumphed over many records originally set by Avengers: Endgame, including by earning the highest-grossing first week in domestic box office history and becoming the fastest title to reach $500 million domestic. Brand New Day hit that milestone in its first seven days; Endgame hit the threshold in eight days.
The movie also earned the best-ever domestic box office sums for a Monday and a Tuesday; is the second-fastest film to achieve $1 billion globally; and scored the third-best second weekend ever at the box office. Spider-Man related content is hotter than ever, and Famous Players’ viral hand-drawn poster for the film is another piece of media that has proved just that.
A Facebook post made by a moviegoer who attended the Canadian theater also shared a photo of the artist, Landon, posing by his now-viral masterpiece. “My son Rogan and I stopped to appreciate this hand drawn movie poster at the theatre today and thought it was awesome. Then we got a chance to meet the artist, Drake. So my son decided to take a picture of the artist with his art work and we thought we should share it for everyone to check out,” wrote Adam Woodrow. “Keep it up Drake!”
Cineplex CEO Ellis Jacob commended Gen Z for driving the recent success at the box office in a recent interview with THR. “The big change is Gen Z are coming back to the movies in a big way, and that’s making a difference,” he said. “They’re tired of looking at the small screen. They’re going out on a social basis and having a good time and that to me is very positive.”
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