A Mud-Soaked Marvel Adventure: Tide and Marvel’s “Collateral Stains Screening” Delivers Unforgettable Fun.
Last week, the Knockturnal team got the experience of a life-time to watch “Captain America: Brave New World”, and be completely drenched in mud. Tide®, America’s most trusted laundry detergent*, teamed up with Marvel Studios’ latest film, Captain America: Brave New World, for an unforgettable event that brought the MCU to life. The audience was welcomed with delicious food and an exciting movie – but with a twist for some “Collateral Staining”.
Tide’s Collateral Stains Screening of “Captain America: Brave New World”, photo credits: Tide
The collaboration was the first-ever 5D “Collateral Stains Screening,” held at Zero Space in Brooklyn, NY. We were immersed in the MCU like never before, experiencing the same stains as the characters on screen. From dirt clouds stirred up by Captain America’s grand entrance to muddy splatters from epic battles, attendees felt like they were part of the action
The exclusive “Collateral Stains Screening,” held on February 13, 2025, was a resounding success, showcasing how Tide’s Ultra Oxi Boost Power PODS tackle the toughest stains in any universe. Thanks to Tide, despite being covered in mud, everyone ended up with clean clothes and unforgettable memories.
Why The Collab?
“Saving the world often comes with a lot of mess,” said Holly Frank, Vice President of Partnership Management and Operations at Walt Disney Studios, Marvel. “Our partnership with Tide allowed us to showcase the everyday people of the MCU and their ‘collateral stains’ in Captain America: Brave New World and other beloved Marvel films. It was a fun and unique way to connect with fans and highlight the chaos that comes with epic superhero moments.”
“In the Marvel Cinematic Universe, no one is safe from the stains that come with larger-than-life battles,” said Alex Perez, Vice President of North America Laundry at Procter & Gamble. “The ‘Collateral Stains Screening’ was a fantastic way to bring these moments to life and show how Tide’s unmatched cleaning power can tackle even the toughest messes. Whether it’s a coffee spill or a Hulk-sized stain, Tide has you covered.”
The event was a hit with all the audience, who enjoyed the unique blend of entertainment and interactivity. Attendees were among the first to watch Captain America: Brave New World, all while experiencing the film’s most iconic stain-filled moments in real time. The screening also featured giveaways and exclusive Tide merchandise, making it a night to remember.
Why Choose Tide Oxi Boost Power PODS?
- Tide Oxi Boost Laundry Pods have 2X Oxi power*, which means it’s the best stain removal POD and clothes come out looking and smelling clean.
- Tide Power PODS Laundry Detergent delivers the most powerful clean available in a laundry pod.
- Simply toss Tide Power PODS Laundry Detergent into the wash before laundry and watch it wipe out stains including ketchup, dirt, and BBQ sauce without any pretreating.
Since its launch in January 2025, Tide’s Ultra Oxi Boost Power PODS have become a must-have for households everywhere, proving that even the biggest stains are no match for Tide’s cleaning power.
About Procter & Gamble
Procter & Gamble (P&G) is a global leader in consumer goods, offering a portfolio of trusted brands that improve everyday life. Their lineup includes household names like Always®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Gillette®, Head & Shoulders®, Olay®, Pampers®, Pantene®, and Tide®. With operations in approximately 70 countries, P&G continues to innovate and deliver quality products to consumers worldwide. For more information, visit www.pg.com.
About Marvel Studios’ Captain America: Brave New World
In Captain America: Brave New World, Sam Wilson (Anthony Mackie) finds himself at the center of an international crisis after meeting with newly elected U.S. President Thaddeus Ross. As he uncovers a sinister global plot, Sam must stop the mastermind before the world descends into chaos. The film stars Danny Ramirez, Shira Haas, Carl Lumbly, Xosha Roquemore, Giancarlo Esposito, Tim Blake Nelson, and Harrison Ford. Directed by Julius Onah and produced by Kevin Feige and Nate Moore, the movie delivers thrilling action and unforgettable moments. Captain America: Brave New World is now playing in theaters nationwide.
The collaboration between Tide and Marvel Studios not only celebrated the excitement of the MCU but also reinforced Tide’s commitment to providing the most powerful clean for every stain, no matter how big or small. The success of the “Collateral Stains Screening” event has set a new standard for immersive fan experiences, leaving audiences eager for what’s next from both brands.