Is Snapchat trying to become the modern-day movie trailer? The app certainly has a knack for sneak peeks, being one of the most popular methods of teasing new albums, makeup lines, and more from its users. Most recently, the platform is pairing up with Papa John’s to give movie buffs and pizza freaks a taste of the new movie, Spiderman: Far From Home.

With the fastest desktop site in Gartner L2’s Digital IQ Index: Restaurants and an exceptional impression count published on desktop and mobile, Papa John’s has cracked digital. But competition is hot, meaning pizza brands in particular need to find new ways to stand out. In its latest initiative, Papa John’s sends Spiderman careening into real life locations including Paris, New York, and more via an AI filter. If you can’t make it to one of the picked cities, you can order a pizza which comes in a box topped off with an AR code that will bring the city to you.

Snapchat has been searching for its niche for some time now, with hints as to its interest in previews along the way. It’s latest collaboration shows the proof is in the pizza.

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