LONDON — Sony Pictures has appointed two-year-old PR agency Play to support the UK  digital home entertainment release of Spider-Man: No Way Home after a four-way competitive pitch.

The agency team is tasked with developing a series of creative activations ahead of the digital home launch, the date of which is yet to be revealed. Released in cinemas in December 2021, Spider-Man: No Way Home is currently the 6th biggest box release in history, so far grossing $1.74 billion globally, and the number one superhero movie of all time.

Play was launched in March 2020 as 72Point's sister consumer PR agency, with 72Point director of communications Rowan Adams becoming managing partner.

Sony Pictures head of PR and partnerships Lucy Preacher said: “Spider-Man: No Way Home has blown cinema audiences and records away with its phenomenal theatrical performance. As you’d expect we are making huge plans for its release on Home Entertainment. Play’s pitch was digital-first and tapped into modern culture which entirely answered the brief for this gargantuan franchise. Play is a breath of fresh air and we love what they stand for, with a LGBTQ+ lead, female leadership and a focus on diversity.”

At Play, Adams added: “This is a game changing moment. To be working on a franchise as big as Spider-Man is utterly thrilling, and we can only thank Sony Pictures for betting on the challenger in agency world.”

Play has worked with more than 30 brands since it opened, including Channel 5, online card store Moonpig, and subscription service Craft Gin Club. Recent wins include paint-and-sip entertainment venue Pinot & Picasso, period pants brand Wuka and Viacom CBS streaming service Pluto TV.