Christopher Nolan’s The Dark Knight Rises has been grabbing headlines for the past week, leaving some people to wonder if The Amazing Spider-Man is on the verge of getting completely shoved out of the spotlight by its superhero movie counterpart.

Sony has struck back (so to speak) with the release of an Australian trailer for Amazing Spider-Man online. The majority of the promo’s footage is recycled from the third U.S. trailer and extended preview, but there’s still a healthy amount of new material here – and much of its focuses on the film’s down-to-earth sense of humor.

Amazing Spider-Man partially revises the details of the masked web-slinger’s traditional origin story, while also weaving in a subplot concerning Peter Parker’s (Andrew Garfield) biological parents. That’s on top of classic comic book elements such as the artificial web-shooters, Spidey’s fondness for smack-talk, and Gwen Stacy (Emma Stone) being Peter’s first girlfriend – none of which were present in Sam Raimi’s blockbuster 2002 Spider-Man movie.

The marketing for Amazing Spider-Man has also played up the reboot as being darker and grittier than its predecessors, both aesthetically and thematically. However, the sheer number of jokes in the film’s trailers have made it clear: just because ASM director Marc Webb is giving the Spider-Man mythos a more realistic and serious treatment, that doesn’t mean his movie is on the same level as Nolan’s grim, grounded portrayal of the Batman universe.

The Amazing Spider-Man

Amazing Spider-Man and Dark Knight Rises also reflect what Screen Rant‘s Kofi Outlaw recognized early on would be a major question for movie geeks this year: the issue of whether organic 3D trumps organic IMAX (or vice versa). The theatrical promos alone illustrate just how much these respective movies are utilizing said filmmaking technologies, in order to improve the quality of storytelling (and sheer scale of the spectacle).

Early consensus (for this writer) is that 3D befits the high-flying action in ASM, while the grand scope of IMAX matches the epic nature of DKR; in other words, either technology can be better, but it depends on the demands of the project. Of course, the moviegoing masses will have final say on the matter – as reflected by the movies’ respective ticket sales (for 3D and IMAX screenings, respectively).

The Amazing Spider-Man swings into theaters around the U.S. on July 3rd, 2012.

Source: Sony Pictures