PlaybookLandmark takeover
Mechanic
Borrow the fame of a place everyone recognises.
A landmark takeover lets a location do the storytelling. The image is instantly legible and naturally newsworthy, which is why reveals at famous sites travel further than studio-set ones.
Permissions and logistics are the cost; the landmark has to be relevant, not just famous.
On the timelines
18 Mar 2026 T−135
Tom Holland unveiled the first full trailer from the top of the Empire State Building, with a simultaneous global online release.
USGLOBALReported
Tom Holland · Landmark takeover
30 Jul 2026 T−1
Shops in one neighbourhood took character-themed names and graphics; CGI billboards covered in webs ran around the city.
MXReported
Archer Troy · Landmark takeover · Physical-to-digital · Cultural transposition
31 Jul 2026 T0
A web installation on the bridge, reported as a landmark takeover.
USUnverified
Studio-led · Landmark takeover
Aggregator-only source (IMDb news).