Warner Bros/DC Studios to launch $100M-plus ‘Supergirl’ promo partner campaign with 80+ sponsors

Warner Bros/DC Studios plans to kick off an expansive promotional partnership campaign tied to its upcoming “Supergirl” release this Friday, with the studio describing the effort as its largest ad-and-brand integration push for a DC Studios movie. Deadline reported that the campaign will include 80-plus sponsors generating more than $100 million in media value, excluding consumer-product tie-ins that the studio says are separate from the media valuation.

The announcement positions the campaign as a major shift in how studios package brand marketing around superhero tentpoles, with partners expected to extend the film’s branding beyond traditional trailers and paid media. Deadline said the sponsors will deliver the reported media value through a mix of advertising and promotional placements timed to the film’s debut.

Among the named partners are Ulta Beauty, OPI and Joico, according to Deadline. The studio also lists Kentucky Fried Chicken as part of the lineup, indicating that the campaign spans beauty and personal-care brands as well as consumer food retailers.

Deadline’s report said the $100 million-plus figure reflects promotional media value, with the studio’s assessment indicating that additional consumer-product initiatives are not included in that total. That distinction matters for how viewers and readers interpret the scale of the campaign, since brand licensing and merchandise rollouts are being treated as a separate category from paid media placements.

The campaign comes as major Hollywood studios increasingly rely on co-marketing arrangements to offset marketing costs and to create multiple touchpoints for audiences, particularly for releases aimed at broad, family-friendly viewership. For studios, the practical effect of such deals can include tighter coordination of launch timing, dedicated in-store or online promotions, and brand assets built around film characters and themes.

Deadline did not list the full sponsor roster or detail the specific advertising formats each partner will use. It also did not specify whether individual partners will emphasize film imagery, product co-branding, or giveaways, though the report indicates that sponsor participation will be extensive enough to support the studio’s reported media-value estimate.

With “Supergirl” arriving this Friday, Warner Bros/DC Studios’ promotional partners are expected to begin rolling out campaign materials immediately around the release window, using the film’s launch as the centerpiece for cross-brand messaging.

The studio’s next steps, as described in Deadline’s reporting, will be to execute the sponsor integrations across the campaign period tied to the film’s debut, while continuing to manage the separate consumer-product track that Deadline said is not included in the reported $100 million-plus media-value total.