Samsung is turning its July 22 Galaxy Unpacked into a Spider-Man premiere event, releasing a new cinematic teaser starring Jacob Batalon that blurs the line between movie marketing and product launch. The new spot, directed by Emmy-nominated Marvel production designer Kasra Farahani, follows Spider-Man smashing through phones during crime-fighting before discovering Samsung's foldables can survive superhero-level abuse. It mixes original footage with clips from "Spider-Man: Brand New Day," which hits theaters July 31 and is tracking for a $180-190 million U.S. opening weekend.
Batalon reprises his role as Ned Leeds in the campaign and officially joins #TeamGalaxy as Samsung's newest ambassador. He previously helped launch the interactive Spidey Tracker experience earlier this summer.
"The Galaxy Z Fold is a perfect match for Ned and the creation of the Spidey Tracker," Batalon said in a statement. "Getting to use the Fold7 and Galaxy Watch on set was a cool experience, and I'm excited to officially join Team Galaxy as a natural extension beyond the movie."
The teaser hints at unannounced Galaxy devices through the Fabricator, the in-universe gadget-builder from the film. Keena Grigsby, Samsung's Chief Marketing Officer and Vice President of Mobile eXperience, told AIPT the collaboration was designed to "bring Galaxy foldables naturally into Spider-Man's world."
This is Samsung's largest entertainment marketing push to date, according to Marketing Dive. The campaign began with the Spidey Tracker web experience in June and escalates this week with the cinematic teaser.
The next chapter arrives at Galaxy Unpacked on July 22, where Samsung is expected to unveil the Galaxy Z Fold8, Fold8 Ultra, and Flip8. The company is also running a reservation program offering up to $1,230 in total savings plus a $30 credit for early buyers, though a Korean report suggests the traditional free storage upgrade perk may be reduced to 50% coverage this year due to rising memory prices.
"Spider-Man: Brand New Day" releases exclusively in theaters July 31. Galaxy Unpacked streams live July 22 at 9 a.m. EDT on Samsung's YouTube channel.
