Spider-Man Brand New Day review: More branding, less story

A web of commerce

Spider-Man: Brand New Day swings into theatres with a title that promises a fresh start. What audiences get, however, feels less like a creative reboot and more like a corporate pitch meeting turned into a feature film.

The Indian Express review calls it 'less Brand New Day, more New Branding Day'. The film, critics argue, prioritises product placement and franchise cross-promotion over character development and coherent plotting.

Where's the story?

The plot is thin, with large stretches of screen time devoted to showcasing gadgets, costumes, and tie-ins to other Marvel properties. Long-time fans hoping for a return to Peter Parker's street-level struggles will find little to latch onto here.

Instead, the movie feels engineered to serve a larger business strategy. Every scene seems calculated to sell merchandise or set up future spin-offs.

Performance and direction

Tom Holland returns as the webslinger, bringing his usual charm, but even he cannot elevate material that treats him as a walking billboard. Director Jon Watts, back for a fourth outing, appears constrained by mandates from above.

The action sequences are competently staged but lack the emotional stakes that made earlier entries in the franchise resonate. Visual effects are polished, yet they serve a story that feels hollow.

A growing trend

This is not an isolated problem. Marvel's recent output has faced criticism for prioritising interconnectedness over standalone quality. Brand New Day may be the starkest example yet of a studio putting commerce before craft.

For viewers who enjoy spotting Easter eggs and corporate logos, there is plenty to find. For those seeking a compelling narrative, the pickings are slim.

What comes next for the franchise remains unclear. With audience expectations shifting and superhero fatigue setting in, Brand New Day's focus on branding over substance could prove costly at the box office.