"Wait...is that real?" That's what many people must've thought when they first saw the recent Superman stunt above London's rooftops.
In a marketing move as bold as the Man of Steel himself, Warner Bros. Discovery launched a larger-than-life stunt ahead of the July 11 release of Superman. At the center of this promotional spectacle is a staggering 11-foot-tall sculpture of Superman, hovering dramatically within the spire of The Shard – the tallest building in the UK, and one of the most recognizable features of London’s skyline.
A Figure in the Sky
The colossal Superman sculpture, positioned about 1,000 feet above street level, appears as though it’s mid-flight, cape billowing and eyes fixed on the horizon. Visible from up to 40 miles away on a clear day, the figure isn’t just a flashy PR move – it’s a feat of engineering. Constructed over four months, the model weighs around 260 pounds and is anchored using galvanized steel cables.
Built using 3D scans of actor David Corenswet – who dons the cape in the upcoming film – the statue was developed in close collaboration with the movie’s creative team. It boasts a fibreglass body moulded in eco-friendly resin and reinforced by a welded steel skeleton, making it both environmentally conscious and structurally robust.
“This is not just a statue,” said Daniel Fulbrook, Head of Marketing at Real Estate Management (UK), which manages The Shard. “This is a symbol. Superman has always stood for courage, justice, and optimism. To have him watching over the capital from such a height brings those ideals to life in a whole new way.”
The Stunt Behind the Symbol
The installation was completed early on the morning of July 1, in a carefully choreographed effort involving cranes, a specialized rigging crew, and strict coordination with city authorities. The stunt took more than 2,000 man-hours and a team of over 20 skilled professionals to bring the sculpture to life and safely suspend it above one of London’s busiest and most iconic buildings.
While promotional stunts aren’t new to superhero blockbusters, the realism and scale of this installation sparked an unusual public reaction. Some onlookers reportedly mistook the figure for an actual flying person, triggering a flurry of viral videos and TikToks, with captions like “Superman confirmed?” and “I thought I was hallucinating.”
Even director James Gunn couldn’t resist sharing his awe. “London! Look up,” he tweeted, accompanied by photos of the sculpture glowing at dusk. “To see such a realistic depiction of our Superman displayed on the top of The Shard is mind-blowing.”
London! Look up over The Shard! #Superman is in theaters July 11. pic.twitter.com/JExTxrkyuz
— James Gunn (@JamesGunn) July 1, 2025
The Face of a New Era
This stunt isn’t just promoting a movie – it’s signalling the rebirth of DC’s cinematic universe. With Corenswet stepping into Superman’s boots, Rachel Brosnahan as Lois Lane, and Nicholas Hoult as the calculating Lex Luthor, Superman is poised to redefine the mythology for a new generation. Early reactions from international press tours and fan events suggest a return to the character’s hopeful roots, a deliberate pivot from the darker tones of recent DC entries.
The cast has been heavily involved in promotional efforts, often sharing behind-the-scenes clips and humorous skits on TikTok. From Tokyo to Toronto, their worldwide press tour has highlighted a unified message: this Superman is for everyone – a hero grounded in humanity, yet larger than life.
Marketing or Mythmaking?
Still, not everyone was thrilled with the execution. Some social media users called the hovering statue “unnerving” or “too real,” citing its placement high above a public space. Others questioned whether this level of realism could blur lines between fiction and reality in ways that might be unsafe.
But according to PR strategist Helena Tovey, that’s exactly the point. “Marketing like this thrives on spectacle and ambiguity,” she said. “When people stop to ask, ‘Wait – is that real?’ you’ve won. Because in a world oversaturated with digital content, something physical and awe-inspiring stands out.”
As the film’s release nears, the Superman statue continues to draw crowds and headlines. Sightings of helicopters circling the spire – a wink to the Daily Planet newsroom, perhaps – only add to the theatricality. Whether you view it as genius marketing or an uncanny moment in urban art, the image of Superman silently floating above London has already become one of this summer’s most unforgettable visuals.
And as the posters say: this summer, look up. Superman will soar into cinemas worldwide on July 11!