No stream, just strategy: How Roku helped market Superman’s theatrical return

Samsung and Warner Bros took a pioneering approach to marketing the new Superman movie by strategically commandeering Roku’s connected TV (CTV) search functionality.

In the lead-up to the film’s July 11 theatrical release, viewers searching terms like "Superman," "DC movies," or even broader genre categories were greeted by prominently placed, interactive ads featuring trailers, exclusive clips, cast interviews, and behind-the-scenes footage - placing the film at the heart of audiences’ streaming experiences.

The impact was significant. Roku, currently boasting over 90 million active users in the U.S. alone and available in more than 80% of U.S. households, offers an unmatched scale for targeted advertising.

By intercepting viewer attention at the precise moment of discovery, the Superman campaign leveraged Roku’s vast reach and streaming data analytics to effectively convert curiosity into box-office anticipation.

🌐 Expanding the universe: Samsung, Roku, and cross-platform amplification

The Roku campaign was the centerpiece of a meticulously integrated global marketing push that included:

• Samsung Art Store integration, featuring exclusive Superman-themed digital artworks accessible on millions of Samsung smart TVs, tablets, and phones worldwide.

• Real-world activations, such as immersive Daily Planet pop-up newsstands strategically placed in key cities like London, further linking the fictional universe with tangible audience experiences.

• Early screenings via Fandango and Amazon Prime, creating social buzz and critical reviews ahead of general release.

• A total campaign budget estimated at roughly $200 million globally, underscoring the massive investment studios are placing on hybrid digital-physical campaigns.

CTV's role in these multifaceted strategies is rapidly becoming indispensable, as it bridges the gap between in-home entertainment and theater experiences - an essential synergy in an age where streaming dominates viewer habits.

🚀 Why Roku and CTV are a marketing superpower

Connected TV, led by platforms like Roku, is transforming media consumption and advertising effectiveness:

• Roku now reaches over 90 million active U.S. accounts, with The Roku Channel alone engaging more than 145 million global viewers as of early 2025 (Roku Pressroom).

• By 2025, nearly 85% of all U.S. households are expected to use at least one connected TV device, overtaking traditional cable and broadcast television in terms of reach and viewer engagement (eMarketer).

• CTV advertising spend in the U.S. is forecast to hit $30 billion by the end of 2025, highlighting marketers' growing confidence in its targeting capabilities, precise measurement, and ROI (Variety).

This environment positions Roku not just as another advertising channel but as a crucial strategic partner for studios aiming to drive mass awareness and measurable viewer conversions.

🎯 How movies can leverage Roku even further

The success of the Superman campaign sets a promising template. Future film releases could expand their impact with innovative tactics such as:

• Interactive experiences: Roku-enabled mini-games or trivia quizzes, offering users digital collectibles or theater ticket discounts upon completion.

• Targeted dynamic ads: Customizing ads based on viewing behavior, allowing studios to market movies specifically to fans of similar genres or series.

• Shoppable integrations: Instant purchases of movie tickets, merchandise, or even exclusive streaming rentals directly through Roku ads.

• Thematic Roku Channel takeovers: Collaborating with niche Roku Channels (e.g., comic-book, sci-fi, or film critic channels) for dedicated programming blocks and movie marathons.

• Live interactive watch-alongs: Premiering exclusive movie clips, cast Q&A sessions, and interactive polls live via Roku, building communal hype in real time.

Movie marketing intel: This week in trends

BOX OFFICE BET 🏛️ Can Superman save Hollywood? (The Times)
The new Superman movie debuts amid a prolonged superhero slump - post-pandemic U.S. box office remains 26% below 2019, with recent DC/Marvel titles underperforming. Superman has a $225 million budget and early projections show a $130 million North American opening. The film’s performance is being seen as a pivotal moment that could reenergize franchise cinema—though analysts caution it may not fully reverse broader declines in theater attendance and youth interest in theatricals

STOCK MARKET 📈 AMC stock reflects stronger box office forecasts (MarketWatch)
AMC’s shares jumped 11% after Wedbush updated its outlook to “outperform,” citing an improving box-office environment and a freshly loaded film release calendar. With AMC's debt situation stabilized and plans for mid-to-high single-digit revenue growth through 2026, investor sentiment has strengthened. Wedbush noted similar optimism for Cinemark, attributing the boost to a more consistent slate of tentpole releases.