Ahead of its theatrical release on July 11 in the US and July 9 in other countries, including India, the much-anticipated reboot of Superman, which was made by DC Studios and distributed by Warner Bros. Pictures, is already garnering attention through a wave of immersive brand partnerships and promotions that are tailored to specific locations.
The film is directed by James Gunn, who also co-chairs DC Studios with Peter Safran. Superman (2025) stars David Corenswet as Superman and Rachel Brosnahan as Lois Lane, offering fans a fresh take on the iconic superhero.
This is the first film from DC's redesigned cinematic slate, and the studio isn't holding back when it comes to global buzz. From 3D projections in India to Eiffel Tower banners in Paris, streetwear drops, and sound tech integrations, the worldwide campaign is both expansive and inventive.
Here’s a round-up of everything flying under the Superman banner so far:
Mumbai’s sea link lights up
In one of the film's India-facing promos, Warner Bros. unveiled a massive 3D holographic projection of Superman soaring across Mumbai's Bandra-Worli Sea Link. The visual stunt lit up social feeds and instantly became one of the most talked-about outdoor activations of the year.
'Look Up' lights up London
In a striking real-life nod to the movie's tagline, "Look Up," a dramatic projection of the new Superman, with his cape flapping and his eyes gazing up, lit up The Shard, which is London's tallest building.
Superman logo on London’s Tower Bridge
The famous Tower Bridge in the UK was illuminated with a huge "S" shield of Superman, indicating the symbolic return of the character. Before the movie's European push, the activation has received a lot of attention from the media and fans.
The Empire State Building turns into Superman
New York’s skyline got its own superhero makeover as the city's Empire State Building was illuminated in red, blue, yellow, and orange — Superman’s signature palette. It mirrored the campaign’s “hopeful” tone and aligned with US release week hype.
The Eiffel Tower activation
In Paris, fans spotted a Superman flag unfurled beneath the Eiffel Tower, creating both curiosity and cinematic connection. A subtle yet striking placement, it fits right into the global "hero lands everywhere" narrative that Warner Bros. is pushing.
The brand league behind the cape
Before the film hits the big screen, a few brands have already worn their metaphorical capes. From fashion to technology and retail, here's a look at the collaborations and promotions that helped generate Superman's pre-release momentum—one activation at a time:
JBL x Superman: Sound meets superpower
JBL, an audio brand, joined the brand roster with a sound-based retail promotion that tied in with the emotional and immersive parts of the movie. It's a superhero marketing approach that focusses on sound.
District Updates runs contest-led campaign in Delhi, Bengaluru & Mumbai
In India, lifestyle platform @districtupdates ran social media contests asking fans: “If you had Superman’s powers for one day, what would you do?” Winners received exclusive access to the movie premiere in key metros — helping spark early fan engagement and online chatter.
STRCH x Warner Bros: Superman enters Indian streetwear
Indian sportswear brand STRCH collaborated with Warner Bros. on a Superman capsule collection, which was the first superhero drop in Indian activewear. It mixes hype culture with hero fandom with themed clothes and limited drops.
Fossil x Superman – collectibles for the caped
As a way to connect classic items with pop culture, Fossil released a line of watches, wallets and jewellery with Superman themes. The capsule drop is fun for both fans and collectors.
Old Spice x Superman (USA)
The well-known grooming brand joined the campaign with the slogan "The most powerful scent on Earth," telling fans to "smell super" before the movie comes out in the U.S.
Milk-Bone x Superman (USA)
Dog treat brand Milk-Bone joined the campaign with a Krypto-inspired twist, encouraging fans to share plot theories and celebrate Superman’s four-legged sidekick. The US-led activation blends movie hype with pet-parent charm.
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