For devoted fans of Marvel’s web-slinger, seeing the skyline on screen is only half the thrill — the rest is feeling what it’s like to stand above it. At Seoul Sky, the observation deck perched atop the 123-story Lotte World Tower, moviegoers are doing just that. Following the local theatrical release of Sony Pictures’ "Spider-Man: Brand New Day," fans have been flocking to Korea’s tallest building in costume to recreate iconic hero poses, shop for exclusive merchandise, and soak in panoramic views that mirror the superhero's perspective. According to tower operator Lotte World, the venue has emerged as a major hub for moviegoers looking to double down on the cinematic experience. Fans are visiting the observatory both to build anticipation before hitting the theater and to extend the excitement long after the end credits roll. Through Aug. 31, the observation deck is hosting "Spider-Man: Brand New Day X Seoul Sky," a joint promotional event crafted in partnership with Sony Pictures. Tower officials noted that the event taps into the unique significance that towering urban sky