Things are about to get sticky at United Airlines with a new inflight safety demonstration video featuring web-flinging superhero Spider-Man.
The video is part of a broader promotional deal between United and Sony Pictures ahead of the release on July 2 of the latest blockbuster in the franchise, Spider-Man: far Home.
The deal will also see a Spider-Man-themed amenity kit in the airline’s Polaris business class and opportunities for MileagePlus frequent flyers to see the film’s premiere in Los Angeles on June 26 or special previews in United’s seven hub cities.
The amenity kits will arrive in June and include “Spidey-branded” products, including an eye mask, socks, tissues, ear plugs, a toothbrush and a pen
Passengers should start seeing the video from June 1 and includes cast members from the film, MileagePlus members who bid for an opportunity to appear in it as well staff members explaining the safety procedures.
There is also a framed photo of Marvel creator Stan Lee in honour of his love of cameo appearances as well as a scene featuring United chief executive Oscar Munoz.
Airlines have increasingly taken to dressing up previoulsy stodgy safety videos in attempt to engage passengers but also to get their brand recognized on social media in mind.
Air New Zealand’s “Bare Essentials”, in which staff appeared in body paint and stockings, helped kicked off the trend after millions of people watched it on YouTube.
The Kiwi carrier followed up with a series of attention-grabbing videos based on the Hobbit-franchise and has since established itself as a global leader in the art form, although not always without controversy.
Others to have joined the trend include Virgin America, Qatar Airways, British Airways nad American Airlines.
Watch the new United video here: