Supergirl has set a new record rather unfamiliar to moviegoers. Launching in theaters later this week and starring Milly Alcock, it is the second major film in the DC Universe.
Supergirl sets DC Studios marketing record ahead of release
Ahead of its release this Friday, Supergirl has set a new marketing record for the biggest Warner Bros. and DC Studios film in terms of promotional partnerships. Over 80 brands have collaborated with the movie as sponsors, delivering a reported media value of $100 million or more.
The estimated figure, which doesn’t necessarily include consumer products, consists of purchased advertisements, retail store space, digital campaign, and linear impressions. 65 out of 80 sponsors are international partners. Meanwhile, 14 are based in North America, with four encompassing brands with global reach, namely Samsung, OPI, American Airlines, and Timex.
Multiple brands, from food and beauty products to digital streaming and automobiles, partnered with Supergirl to elevate and diversify its promotional campaign. These include Ulta Beauty, OPI, Joico, Kentucky Fried Chicken (KFC), Cold Stone Creamery, Kombucha, Spotify, and Waymo. Furthermore, brand partners that previously collaborated on Superman, such as Timex, Samsung, American Airlines, and Milk-Bone, were also involved.
These brand partnerships with a major motion picture aim to expand demographics, cultivate new customers, and exceed sales goals. Previously, McDonald’s partnered with A Minecraft Movie to drive its sales by launching an adult Happy Meal inspired by the film. This reportedly delivered $700 million in revenue to the fast food chain. It also contributed to the buzz surrounding the video game adaptation.
Additionally, DC and Warner Bros. joined forces with Progressive Insurance to promote Superman’s release in 2025. Marking WB’s third collaboration with the insurance company following Barbie and Beetlejuice Beetlejuice, the endeavour saw the promotion of an in-app safety feature, Accident Response (via PR Newswire). Reports suggested that the partnership proved successful. Progressive superseded the sales goal, while also doubling investment ahead of the David Corenswet-led feature release.
Craig Gillespie directed Supergirl from Ana Nogueira’s script. In addition to Milly Alcock, the movie features Corenswet, Jason Momoa, Eve Ridley, Matthias Schoenaerts, David Krumholtz, and Emily Beecham.
Originally reported by Abdul Azim Naushad on SuperHeroHype.
