Tom Holland and fans tease 'Spider-Man: Brand New Day' trailer

The latest Marvel trailer launch seems like more of a scavenger hunt.

Tom Holland took to Instagram on Tuesday to reveal the trailer for "Spider-Man: Brand New Day" is about to debut. But there's a bit more to it. The actor said "we are doing something that has never been done before," adding that "some of our greatest fans are going to help us release pieces of" the trailer.

Holland's post tagged an Instagram account from a fan based in Peru, who shared a brief, two-second snippet taken from the trailer. The clip shows Spider-Man swinging through the air while holding a person, recreating the cover of the character's first comic book appearance in 1962.

This Instagram account, in turn, tagged another account belonging to a Spider-Man fan based in Ohio, who posted another clip. This one shows Peter Parker, out of costume, collapsing.

Throughout the day, more clips have been released in this way, with fans passing the baton to the next account to keep the chain going.

The other clips thus far have featured Spider-Man running while putting his mask on, swinging into the air, looking out his mask in what appears to be a shot from inside the suit, putting his mask back on and speaking with MJ (Zendaya).

Though Holland's initial post wasn't clear on the details, it seemed to indicate that after the clips are finished dropping, the full trailer will be released on Wednesday, March 18.

"I will see you tomorrow morning, bright and early, in New York City," he said.

This is the latest instance of Marvel getting creative with the way it rolls out first looks at its movies.

In December, the studio began teasing "Avengers: Doomsday" in an unconventional way by debuting four separate trailers for the movie in theaters during screenings of "Avatar: Fire and Ash." These trailers each focused on a different character or group of characters, and a new one launched every week for four weeks.

The footage was also released online, but only after a few days of playing theatrically, meaning fans who wanted to see it right away would have to keep going to screenings of "Avatar."

Even the announcement of the cast of "Doomsday" was unusual. The cast list was revealed via a livestream that panned down a row of director's chairs showing each actor's name over the course of more than five hours. Notably, Holland was absent from the cast list for "Doomsday," even though Spider-Man appeared in both previous "Avengers" movies.

Mark Ruffalo returns, Sadie Sink's role remains a mystery

"Spider-Man: Brand New Day" marks Peter Parker's highly anticipated return to the big screen after a five-year absence.

He was last seen in 2021's "Spider-Man: No Way Home," which united Holland with previous Spider-Man actors Andrew Garfield and Tobey Maguire for what became one of the highest-grossing blockbuster movies of all time. The film ended with the entire world losing all memory of Peter Parker, including his girlfriend MJ (Zendaya) and best friend Ned (Jacob Batalon).

Returning stars for "Brand New Day" include Zendaya and Batalon, while newcomers include Tramell Tillman and Sadie Sink. There has been fervent speculation about who Sink could be playing, but the studio and the "Stranger Things" star have kept mum. Jon Bernthal will also reprise his role of Frank Castle, a.k.a. the Punisher, in the movie, and Mark Ruffalo is returning to play the Hulk.

"Spider-Man: Brand New Day" is set to hit theaters on July 31. "Avengers: Doomsday" will follow less than five months later, on Dec. 18.