Silvercup Studios acted as the perfect backdrop for a special Sony Pictures’ ‘Spider-Man: Brand New Day’-themed activation, based on one of Marvel’s most iconic characters and presented in collaboration with Disney Consumer Products, on Wednesday evening. The activation, transformed Silvercup’s iconic rooftop sign into the centerpiece of a promotional event for the upcoming film, releasing exclusively in theaters July 31.
The installation features a large-scale Spider-Man-inspired web stretched across the Silvercup sign, along with a custom lighting treatment designed to make the display visible across the Long Island City skyline. The webbed takeover of the sign will be visible day and night through Sunday, July 19.
Meanwhile, Disney Consumer Products hosted a related event a few blocks away at Lost in Paradise Rooftop, 11-01 43rd Ave., where guests got a spectacular view of the decorated sign.
“The Silvercup sign is one of the most recognizable symbols of film and television production in New York. Featuring it in a major studio activation brings together a globally recognized entertainment franchise with an iconic marquee deeply connected to the city’s production history,.” said Zoe Match Suna, Director of Marketing and Strategic Initiatives for Silvercup Studios, a property owned and operated by Hackman Capital Partners.
Towering above Silvercup Studios’ Long Island City campus, the sign was originally installed in the 1950s as a neon marker for Silvercup Bread. It was then updated with energy-efficient LED technology in 2022 and is widely regarded as an unofficial welcome sign for Queens.
Silvercup Studios first opened in 1983 in the former Silvercup Bakery complex and has since hosted productions including “The Sopranos,” “Sex and the City,” “30 Rock,” “Succession,” Marvel’s “Daredevil” and “Girls”. For decades, the rooftop sign has served as a visible symbol of Queens’ production legacy and New York’s broader film and television industry.
“For nearly 65 years, Spider-Man has become a beloved symbol of this city. You can’t picture him web-slinging around without the buildings that make up New York,” said Alastair Bocaut, Hackman Capital’s Executive Vice President of Asset Management. “So it was only fitting to spotlight that connection between the character’s history and the city’s filmmaking legacy.”
About Silvercup Studios
Silvercup Studios opened its first location in the former flour silo of the landmark Silvercup Bakery in 1983. Today, with three campuses in Long Island City and the Bronx, Silvercup is one of the largest independent full-service film and television production facilities in the American Northeast. The studio includes 23 stages totaling more than 240,000 square feet, along with more than 265,000 square feet of office and production support space. Productions filmed at Silvercup include The Sopranos, Sex and the City, 30 Rock, Succession, Daredevil and many others. Silvercup Studios is owned and operated by an affiliate of Hackman Capital Partners.
For more information about Silvercup Studios, visit silvercupstudios.com.
For more information about Hackman Capital Partners, visit hackmancapital.com.
About Spider-Man: Brand New Day
It’s a BRAND NEW DAY for Peter Parker. Fighting crime full-time as Spider-Man in a world that doesn’t remember him—and the pressure of seeing his old friends move on without him—sparks a change in Peter he may not have the power to control. But that transformation might also be the only thing that can stop a shocking new threat to the city and those he loves – a powerful villain no one can even see. The world may have forgotten Peter Parker, but he hasn’t forgotten them.
Directed by Destin Daniel Cretton. Written by Chris McKenna & Erik Sommers. Based on the MARVEL Comic Book by Stan Lee and Steve Ditko. Produced by Kevin Feige, p.g.a., Amy Pascal, p.g.a., Avi Arad, and Rachel O’Connor, p.g.a. Executive Producers are Louis D’Esposito and David Cain. The film stars Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo.
