Inside Superman’s Gen Z-focused marketing push

When James Gunn announced his vision for Superman, he took on the challenge of rebooting the Man of Steel for a new generation while launching an entirely new DC cinematic universe. Warner Bros.' superhero ambitions now rest heavily on this single film. The 2025 superhero film, released on July 11, 2025, is based on the legacy character from DC Comics and is written and directed by Gunn. Starring David Corenswet as Clark Kent / Superman, alongside Rachel Brosnahan, Nicholas Hoult, Edi Gathegi, Anthony Carrigan, Nathan Fillion, and Isabela Merced, the movie follows the superhero’s journey as he discovers his alien Kryptonian heritage with his human upbringing as reporter Clark Kent. 

While the character itself has created a brand for DC Comics with a massive fan following, its marketing is aimed at hitting the cultural peak that the movie Barbie was able to reach, which made it a billion-dollar hit. However, it hasn’t been smooth. The Superman marketing campaign faced its first major obstacle before reaching full momentum. On January 7, 2025, Warner Bros. worldwide marketing chief Josh Goldstine was unexpectedly dismissed from his position after four years at the company. 

Goldstine had been responsible for the marketing success of the company’s recent blockbusters, including The Batman, Beetlejuice Beetlejuice, Barbie, and Wonka. He had played a key role in Barbie's record-breaking $1.44 billion worldwide performance, the very blueprint that Warner Bros. intended to follow for Superman.

However, the studio quickly mobilised its remaining marketing efforts with the new heads of marketing: Christian Davin, Dana Nussbaum, and John Stanford. To maintain continuity, it also brought in seasoned marketing veteran Ricky Strauss as a consultant specifically for Superman. 

Connecting with fans and Gen Z

The marketing push began in earnest in 2024, with the studio teasing the movie across social media platforms throughout the year. The campaign's first major milestone came with the release of the Superman teaser trailer announcement video, which was deliberately edited in a "Gen Z" style to make it relatable to younger audiences. This marked the beginning of what would become an extensive marketing effort for a James Gunn film.

 

Superman's social media strategy took a comprehensive approach to audience engagement across generations. The campaign has balanced nostalgia for longtime fans with fresh, relatable content for younger viewers. The approach has been multi-faceted, incorporating everything from behind-the-scenes content to viral trend participation.

One of the strategies has been the use of relatable, humorous content that connects Superman to everyday experiences. During the Super Bowl, the studio released a video featuring Green Lantern with his distinctive bowl cut hairstyle, delivering the quip: "This is the only Bowl I need." 

 

The campaign has also embraced viral social media trends. The marketing team created content using the viral "be nice to my husband" trend, adapting it to feature Superman characters. They also produced a parody of the famous makeover scene from The Princess Diaries, featuring David Corenswet and Nicholas Hoult. 

 

 

They shared work-life balance memes featuring a beaten-up Superman still image, tapping into the universal experience of workplace exhaustion.

The studio has maintained a steady stream of behind-the-scenes content, giving fans access to the filmmaking process. This has helped build genuine excitement and investment in the project, with fans feeling like they are part of the Superman journey rather than just passive consumers.

 

Beyond traditional marketing, the Superman campaign has emphasised direct fan engagement and community building. The studio has collaborated with fans by sending them merchandise and encouraging them to share how the character has inspired them. One particularly powerful fan post exemplified this approach:

"The S-Shield has always meant more to me than just 'Superman.' It's a symbol of courage, kindness, and the power of showing up as yourself. As a black kid, I didn't always see myself in the capes and panels, but I felt the story. I saw the strength in being different. The bravery in being soft. The hero is in YOU. So for #SupermanDay, I'm celebrating the symbol that helped shape my own. Because the S-Shield? Yeah… it stands for me too."

 

This type of authentic fan engagement has been central to the campaign's approach. By encouraging fans to share their personal connections to the Superman symbol, the movie has created a sense of emotional investment that goes beyond traditional movie marketing.

Global activations and brand partnerships

The Superman marketing campaign has deployed an array of global activations designed to maximise visibility and cultural relevance. The iconic Superman "S" shield has been beamed across landmark buildings worldwide, with a Superman statue perched atop London's Shard. These bold visual statements ensure that the movie's presence is felt in major cities around the globe.

Image credits: The Shard

The campaign has been promoted across multiple international markets, including Korea, the United States, the United Kingdom, and more. This global approach has recognised Superman's universal appeal while tailoring content to local audiences and cultural contexts.

Warner Bros. has also leveraged one of its annual events for the campaign. The Puppy Bowl, in its 21st instalment, has been transformed into a Superman marketing platform. James Gunn himself appeared during the event with his dog Ozu, who served as inspiration for the superdog Krypto in the film. Gunn introduced a sneak preview of Superman and delivered a special message to viewers, while one participating pup was awarded the "Krypto Super Play" award.

 

The brand partnership strategy has been comprehensive and strategic. Some collaborations include partnerships with Samsung, Krispy Kreme, Progressive, Reebok, Mattel, NBA, TNT Sports, Milkbone, Fortnite, Timex, and JBL. These partnerships extend the Superman brand into everyday consumer experiences, from technology and food to sports and gaming.

Samsung
Up … Up … and A-Glaze! KRISPY KREME® Soars with All-New Superman, Batman and Wonder Woman Doughnuts | Krispy Kreme, Inc.
Krispy Kreme
Milkbone
Fortnite

 

Timex

 

JBL

Creative activations have included jersey drops with EC Bahia and Daily Planet pop-ups in various cities. Reality television shows like Love Island featured a Superman-themed challenge, with James Gunn personally announcing it on ITV+ social media. 

These partnerships have ensured that Superman's presence is felt across multiple lifestyle categories and entertainment platforms.

One of the biggest aspects of the movie’s marketing includes embracing marketing technologies to create immersive fan experiences. Augmented reality (AR) has been incorporated into various aspects of the marketing push, allowing fans to interact with Superman content in innovative ways. 

The merchandising strategy has been equally sophisticated, with Hot Toys releasing detailed Superman and Krypto figurines that serve both as collectibles and marketing tools.

Cast interviews and media engagement

The Superman cast has been instrumental in the marketing campaign's success, with their genuine chemistry and enthusiasm for the project creating authentic buzz. The ensemble's ability to connect with audiences during interviews has become a significant marketing asset, with their conversations naturally promoting the film while building fan engagement.

David Corenswet's transformation story has been particularly compelling for audiences. His GQ interview, where he broke down his journey to becoming Superman, provided fascinating insights into the physical and mental preparation required for the role. Corenswet discussed receiving the casting call while filming Twisters, his research process, and the physical transformation that required him to gain 45 pounds and consume approximately 4,500 calories per day.

The actor also discussed his costume experience and how he drew inspiration from "All-Star Superman" for his mannerisms. James Gunn's media appearances have been equally valuable for the campaign. His GQ interview, where he revisited iconic films from his career, provided context for his approach to Superman while showcasing his filmmaking philosophy. 

The collaborative interviews featuring multiple cast members have been particularly effective. The WIRED interview with Rachel Brosnahan (Lois Lane), David Corenswet, and Nicholas Hoult (Lex Luthor), joined by director James Gunn. This format allowed the team to address fan curiosities while highlighting their knowledge and passion for the source material.

Additional media appearances have included Vanity Fair lie detector tests with Nicholas Hoult and James Gunn, IMDb interviews with the cast, and BBC Radio interviews. The marketing strategy for the movie has been aggressive to say the least.

Taking a page from Barbie

Superman's financial scope has been a subject of industry speculation and debate. Documents filed with the Ohio government to seek production incentives initially listed the budget at $363.8 million, a figure that James Gunn quickly disputed on social media. More recent reports suggest that the movie costs $225 million after incentives and tax breaks. 

The marketing investment represents a calculated risk based on the Barbie model. That film's marketing campaign was instrumental in its record-breaking success, and Warner Bros. is betting that a similar investment in Superman will yield comparable returns. Early projections support this optimism, with the film expected to earn at least $200 million globally during its opening weekend.

Moreover, this marketing campaign represents the largest promotional effort ever mounted for a James Gunn film. The director, known for his more intimate and character-driven approach to filmmaking, has had to adapt to operating on a scale that matches Superman's cultural significance. The campaign's scope reflects Warner Bros.' understanding that Superman is not just another superhero movie, but a foundational piece of their entertainment strategy.

The marketing effort has been sustained and intensive, with content releases, activations, and partnerships maintaining consistent momentum from 2024 through the film's July 2025 release. This extended timeline allows for deeper fan engagement and cultural penetration than typical movie marketing campaigns.

The film’s integration of Superman imagery and themes into everything from sports events to social media trends has made the character omnipresent in popular culture. This saturation strategy, borrowed from the Barbie playbook, aims to make Superman unavoidable and culturally essential.

However, the campaign's comprehensive approach also presents risks. The extensive reveal of supporting characters like Green Lantern, Hawkgirl, Mister Terrific, Metamorpho, Rick Flag Sr., The Engineer, and Ultraman in marketing materials has set high expectations for their screen time and importance to the story. 

The challenge of managing expectations while building excitement is particularly complex for Superman, given the character's cultural significance and the pressure to launch a new DC cinematic universe. The marketing campaign must balance revealing enough to generate excitement while preserving the movie-going experience.

Superman represents more than just another blockbuster for Warner Bros.; it's a cornerstone of the studio's future entertainment strategy. Warner Bros. is attempting to reestablish DC as a major force in popular culture and cinema. Modern audiences expect more than traditional movie marketing; they want cultural experiences that resonate across multiple platforms and touchpoints.

As of publishing the article, reports indicate its box office collection over the opening weekend has reached $217M worldwide. The true test of this marketing strategy will come not just in the film's opening weekend but in its ability to sustain cultural relevance and launch a successful cinematic universe. 

News