The wait is almost over — or it’s going to last another month. That’s the situation fans find themselves in with the Spider-Man: Brand New Day trailer, which is reportedly ready but caught in a strategic tug-of-war inside Sony Pictures’ marketing team.
According to insider account TrailerTrack, Sony is weighing two distinct release scenarios for the first official look at Tom Holland’s fourth solo Spider-Man film, due in theaters July 31. Neither option was expected to take this long, but after missing the Super Bowl, Avatar: Fire and Ash, and Sony’s own animated release GOAT, the trailer’s eventual arrival feels less like a marketing campaign and more like a hostage situation fans have somehow enjoyed.
Option A: Project Hail Mary — March 20
The first scenario would attach the Brand New Day trailer exclusively to theatrical screenings of Project Hail Mary when Ryan Gosling’s sci-fi epic opens on March 20. Sony holds the international distribution rights to that film, and Brand New Day producer Amy Pascal is also behind Project Hail Mary through her company Pascal Pictures — making this a natural pairing. After a week as a theatrical exclusive, the trailer would drop online.
The catch? If the Avengers: Doomsday campaign proved anything, theatrical exclusives don’t stay exclusive. All four of those teasers leaked online within days of their debuts. Brand New Day already had one trailer leak back in December 2025, so Sony knows better than anyone how quickly that window collapses.
Option B: CinemaCon — April 13
The second — and according to TrailerTrack, more likely — scenario has Sony holding the trailer for its CinemaCon presentation on April 13. Sony opens the convention’s first night, giving them the full spotlight before Warner Bros., Universal, and Disney take their turns across the week.
This is the No Way Home playbook, almost beat for beat. Sony used CinemaCon 2021 to debut that film’s first trailer, then watched it earn $1.9 billion at the global box office. They also revealed Brand New Day’s title at CinemaCon 2025. There’s a pattern here, and studios don’t abandon patterns that made them nearly $2 billion.
What to Expect When It Finally Drops
Even without an official frame of footage released, fans already have a rough map of the film. A low-resolution trailer leaked from what appears to have been a market research app in December 2025 — Sony pulled it fast, but not before the internet catalogued everything. From those descriptions: Holland’s Peter Parker narrates his post-No Way Home status quo, alone and anonymous. A mystery character played by Sadie Sink — widely theorized to be Spider-villain Shathra — warns Peter to stay out of her way. Mark Ruffalo’s Hulk appears as “Professor Banner,” with no memory of Spider-Man. Jon Bernthal’s Punisher shows up to bail Peter out of something.
Reports since then suggest Sony wasn’t satisfied with the visual effects on one sequence and spent additional time polishing the footage before locking the official version. That explains the delay more than any strategic calculation — the trailer simply wasn’t ready.
Merchandise leaks have since added Scorpion (Michael Mando), Tombstone (Marvin Jones III), and Boomerang to the confirmed villain roster, with promo art recreating classic comic covers including the iconic Spectacular Spider-Man #142 cover featuring Tombstone.
What Happens Next
If CinemaCon is indeed the play, fans have until April 13. That’s 34 days. For a film releasing July 31, it would make Brand New Day the MCU’s shortest marketing window since Thor: Love and Thunder — but No Way Home had an even tighter window than that and set the all-time record for solo superhero films.
Sony knows this character. They know this formula. The trailer is coming. The only real question is whether it arrives alongside Ryan Gosling or whether it gets its own night in Vegas.
Spider-Man: Brand New Day opens in theaters July 31, 2026.