If you click on a link and make a purchase we may receive a small commission. Read our editorial policy.

Marvel Studios (and Tide laundry detergent) invite you to an immersive, messy Captain America: Brave New World screening

The next Marvel Studios movie will screen early in New York for a special group of fans, as long as they're lucky enough (and okay with doing some extra laundry after)

News by Graeme McMillan, Editor

Published on Wed Jan 08 2025

Popverse's top stories of the day

Marvel Studios (and Tide laundry detergent) invite you to an immersive, messy Captain America: Brave New World screening
James Mangold didn't want to be "handcuffed" by so much Lucasfilm lore, so he’s giving Star Wars his Logan treatment for Wolverine
The Traitors tl;dr: Everything you need to know about Alan Cumming's reality hit on Peacock that makes lying, backstabbing, and betrayal fun again

It’s one thing to watch a Marvel Studios movie — but what if you could be part of the action, even in a peripheral way? A new promotional partnership between Marvel and laundry detergent Tide is offering that opportunity to fans with the promise of a special “5D” screening of Captain America: Brave New World ahead of the movie’s official release.

What is a 5D screening? According to Tide, “those that attend will literally get collateral stained,” but that’s fine: they’ll get Tide Ultra Oxide Boost Power PODS — the new product that this partnership is centered around — to help clean them up afterwards. Tide Power PODS are available as of this month, and isn’t waiting until February to start the Marvel-centric promotional efforts, as new ads demonstrate:

There will be just one 5D screening of Captain America: Brave New World on February 13 in New York City, and those wanting to attend need to comment on select Tide Instagram posts using the hashtag #TideSweeps for entrance into a sweepstakes for tickets; more information can be found on Tide’s Collateral Stain Sweepstakes page.

Not being a New Yorker, I’m not going to be there for the screening, but I have to admit: I’m a fan of this whole 5D concept in general. It feels like an update on the old scratch-and-sniff Odorama idea, and something that had all manner of potential for fun. Just imagine the possible spoilers that could be gleaned from watching people leave their screenings and trying to decode what they’ve been pelted with during pivotal scenes! This needs to be for 2025 what popcorn buckets were for 2024! Tide, we’re counting on you to keep this happening and make it bigger and better each time.

Keep up to date on Popverse's Marvel coverage, with these highlights:

Follow Popverse for upcoming event coverage and news

Graeme McMillan: Popverse Editor Graeme McMillan (he/him) has been writing about comics, culture, and comics culture on the internet for close to two decades at this point, which is terrifying to admit. He completely understands if you have problems understanding his accent.