Spider-Man swings by Plaza Singapura before hitting cinemas

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Disney is bringing Spider-Man off the big screen and into the heart of Singapore with an immersive pop-up experience as it ramps up excitement for the release of Spider-Man: Brand New Day.

Running from 25 July to 15 August at Plaza Singapura, "Spider-Man: World of Webs" forms part of Disney's regional campaign across Southeast Asia celebrating Spider-Man Day on 1 August and the launch of the latest Spider-Man film, which opens in cinemas on 30 July.

Designed to immerse fans in the Marvel universe, the activation invites visitors to imagine themselves as "Web-warriors" helping Spider-Man protect the web that connects cities across Southeast Asia from some of his greatest villains.

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The free-to-enter experience features themed photo opportunities inspired by Spider-Man, Miles Morales, Ghost-Spider and the Sinister Six, alongside interactive activities including a "lava floor" game, colouring stations and opportunities to meet the iconic superhero on selected weekends.

Beyond fan engagement, the activation also incorporates a retail element. Visitors can shop a range of Spider-Man merchandise, with shoppers spending at least SG$50 receiving an exclusive Spider-Man-themed gift while stocks last.

Disney is also encouraging user-generated content through a social media contest. Fans who post photos from the activation on Instagram using the hashtag #SpiderManBrandNewDaySG and tag @toysrus_sg and @sonypicturessg stand a chance to win tickets to Spider-Man: Brand New Day.

The campaign also extends beyond Marvel through a collaboration with Disney Cruise Line. Visitors can explore experiences inspired by the upcoming Disney Adventure cruise ship, including a photo installation themed around Marvel Landing and a space inspired by the Marvel WEB Workshop aboard Disney's Oceaneer Club. Guests can also learn more about the cruise offerings and redeem exclusive Disney Cruise Line merchandise by participating in on-site activities.

Spider-Man himself will also make appearances on selected dates throughout the activation, giving fans the opportunity to meet the neighbourhood superhero in person.

Experiential activations have become an increasingly important part of Disney's franchise marketing strategy, transforming blockbuster releases into physical fan experiences that blend retail, entertainment and social engagement. Ahead of Toy Story 5's June release the entertainment giant transformed VivoCity into a month-long, toy-inspired playground featuring oversized installations, carnival games, exclusive merchandise, shopper rewards and interactive experiences. The activation was designed to immerse fans in the world of Woody and Buzz Lightyear while driving footfall, retail spending and engagement across the mall.

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