The useful question is what changes for users, developers or buyers, and whether the announcement stays industry context or becomes something people can actually use.

Samsung has launched a new cinematic advertisement as part of its ongoing collaboration with Sony Pictures’ “Spider-Man: Brand New Day,” expanding the Spidey Tracker campaign introduced earlier this summer. The spot integrates Galaxy technology with scenes from the film, offering a preview ahead of the July 31 theatrical release. Actor Jacob Batalon, reprising his role as Ned Leeds, is introduced as Samsung’s newest ambassador, joining the #TeamGalaxy roster.

The new campaign video, directed by Kasra Farahani, depicts Spider-Man testing Galaxy devices under extreme conditions, emphasizing durability and innovation. The teaser also features Ned Leeds using the Spidey Tracker to monitor Spider-Man’s movements, blending original storytelling with footage from the upcoming film. Samsung has embedded Easter eggs throughout the spot for fans to discover.

The advertisement sets the stage for further reveals at Samsung Galaxy Unpacked on July 22, where additional details about the collaboration are expected. Batalon highlighted the compatibility of the Galaxy Z Fold series with the Spidey Tracker, noting his hands-on experience with the devices during filming. The campaign directs viewers to SpideyTracker.com and the @SpideyTracker X account for updates.

The film, directed by Destin Daniel Cretton and written by Chris McKenna & Erik Sommers, stars Tom Holland, Zendaya, Sadie Sink, and Jacob Batalon, with a July 31 exclusive theatrical release. Samsung’s event will be livestreamed on July 22 at 2 p.m. BST, 9 a.m. EDT, and 3 p.m. CEST across multiple platforms.