<P> Alongside the release of the third trailers were domestic and international release posters . The domestic poster was criticized for its "floating head" style, which offers "a chaotic mess of people looking in different directions, with little sense of what the film will deliver". Dan Auty for GameSpot called it a "star studded hot mess", while Vanity Fair's Katey Rich felt the poster was "too bogged down by the many different threads of the Marvel universe to highlight anything that's made Spider - Man: Homecoming seem special so far". Adlakha felt the posters released for the film "have been alright thus far, but these ones probably tell general audiences to expect a very bloated movie". Adlakha was more positive of the international poster, which he felt was more "comicbook - y" and "looks like it could be an actual scene from the film". Both Rich and Adlakha criticized the fact that Holland, Keaton, and Downey appeared twice on the domestic poster, both in and out of costume . Sony partnered with ESPN CreativeWorks to create cross-promotional television ads for Homecoming and the 2017 NBA Finals, which were filmed by Watts . The ads were made to "weave in a highlight from the game just moments" after it occurred . The promos see Holland, Downey Jr., and Favreau reprise their roles from the film, with cameo appearances from Stan Lee, DJ Khaled, Tim Duncan, Magic Johnson, and Cari Champion . Through June and July 2017, a Homecoming - inspired cafe opened in the Roppongi Hills complex in Tokyo, offering "arachnid - themed foods and drinks, including a Spider Curry, Spider Sense Latte and a sweet and refreshing Strawberry Spider Squash drink", as well as a free, limited - edition sticker with any purchase . </P> <P> Also in June, Sony released a mobile app allowing users to "access" Parker's phone and "view his photos, videos, text messages, and hear voicemails from his friends". The app also provided an "AR Suit Explorer" to learn more about the technology in the Spider - Man suit, and use photo filters, GIFs and stickers of the character . Sony and Dave & Buster's also announced an arcade game based on the film, playable exclusively at Dave & Buster's locations . A tie - in comic, Spider - Man: Homecoming Prelude, was released on June 20, collecting two prelude issues . On June 28, in partnership with Thinkmodo, a promotional prank was released in which Spider - Man (stuntman Chris Silcox) dropped from the ceiling in a coffee shop to scare customers; the video also featured a cameo appearance from Lee . Sony also partnered with the mobile app Holo to let users add 3D holograms of Spider - Man, with Holland's voice and lines from the film, to real - world photos and videos . Before the end of June, Spider - Man: Homecoming--Virtual Reality Experience was released on the PlayStation VR, Oculus Rift and HTC Vive for free, produced by Sony Pictures VR and developed by CreateVR . It allows users to experience how it feels to be Spider - Man, with the ability to hit targets with his web shooters and face off against the Vulture . It was also available at select Cinemark Theatres in the United States and at the CineEurope trade show in Barcelona . Other promotions included Audi and Dell (both also had product placement in the film), Pizza Hut, General Mills, Synchrony Bank, Movietickets.com, Goodwill, Baskin Robbins, Dunkin' Donuts, Danone Waters, Panasonic Batteries, M&M's, Mondelez, Asus, Bimbo, Jetstar, KEF, Kellogg's, Lieferheld, Pepsico, Plus, Roady, Snickers, Sony Mobile, Oppo, Optus, and Doritos . Watts directed a commercial for Dell's marketing efforts as well, which earned 2.8 million views online . Goodwill hosted a build - your - own Spider - Man suit contest, with the winner attending the film's premiere . Overall, the campaign generated over $140 million in media value, greater than those for all previous Spider - Man films and Marvel Studios' first 2017 release, Guardians of the Galaxy Vol. 2 . This does not include merchandising for the film, which is controlled by Marvel and Disney . Marketing of the film in China included partnering with Momo, iQiyi, Tencent QQ, Baidu, Mizone, CapitaLand, Xiaomi, HTC Vive and corporate parent Sony . To help target the teenage audience, Holland "recorded a high school entrance exam greeting" while The Rap of China contestant PG One recorded a theme song . </P> <P> Spider - Man: Homecoming was released on digital download by Sony Pictures Home Entertainment on September 26, 2017, and on Blu - ray, Blu - ray 3D, Ultra HD Blu - ray and DVD on October 17, 2017 . The digital and Blu - ray releases include behind - the - scenes featurettes, deleted scenes, and a blooper reel . </P> <P> The physical releases in its first week of sale were the top home media release, according to NPD VideoScan data . The Blu - ray version accounted for 79% of the sales, with 13% of total sales coming from the Ultra HD Blu - ray version . </P>

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