Columbia Pictures has been doing a pretty decent job with their vial marketing campaign for the Spider-Man reboot. Although nowhere near the level of “Prometheus”, it’s still engaging and has gotten the public talking about the Augmented Reality Game that sees clues seeded all over New York City, leading to hidden backpacks supposedly belonging to one Peter Parker. The ARG campaign continues, with the latest clues unlocking a crucial part of the whole Spidey mythos — his mechanical webshooters! Now, this is a very smart way of getting people excited about the character, while firmly establishing this film as a totally different thing from the Sam Raimi versions, which had Spidey wielding organic webshooters.

The revealed goodies are a series of images depicting the evolution of the webshooters, ranging from early pencil sketches, to AutoCAD renderings, to a full-on video demo (courtesy of Comingsoon.net). What I also like about this viral reveal is that it finally shows off Parker’s scientific genius. Sure, it’s stretching things a little far when a high-school kid can invent a substance that even global chemical corporations can’t. But hey, suspension of disbelief and all that, right.

Check it out…



“The Amazing Spider-Man” is directed by Marc Webb and stars Andrew Garfield, Emma Stone, Rhys Ifans, Denis Leary, Campbell Scott, Irrfan Khan, Martin Sheen and Sally Field. It premieres 3rd July.

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