Drake Landon, a staff member at the Famous Players 6 theatre in Prince George, British Columbia, stepped in when the film Spider-Man: Brand New Day did not receive the expected promotional posters. With no official posters available, Landon sketched his own imagery to accompany the film’s screening and display it in the theatre.
Photos showing Landon beside his hand-drawn Spider-Man poster circulated widely, drawing attention to the resourceful act of improvisation by a cinema employee. The hand-drawn artwork was used to adorn the theatre space, offering moviegoers a visual cue for the title in lieu of standard poster art.
The incident highlights how theatre staff can adapt to promotional gaps, leveraging personal initiative to maintain an engaging venue environment for audiences. The theatre did not indicate any changes to release plans or marketing strategies as a result of the gesture, and there was no report of additional promotional materials being produced by the company for this title beyond Landon’s improvised poster.
Public reaction to the spectacle of a hand-crafted poster ranged from amusement to appreciation for the creative effort, with social media sharing emphasizing the community-driven aspect of the cinema experience. Landon’s act underscores how local cinema workers can influence the viewer encounter even when official promotional resources are delayed or unavailable.
Officials with the Famous Players 6 theatre did not provide further comment by publication. The Spider-Man: Brand New Day film’s broader marketing rollout remains the responsibility of the film’s distribution and the theatre network, separate from Landon’s DIY contribution.
