With The Avengers finishing its promotional campaign, it’s time for the next superhero movie of summer 2012 to start its hype-building activities – and no, that film is not The Dark Knight Rises. The “middle child” of the summer, Sony’s Spider-Man movie reboot The Amazing Spider-Man, is actually the next comic book movie on the horizon and we already know that we’ll be seeing a new trailer for the film alongside Avengers next week.

Today, however, Sony has ramped up the Amazing Spider-Man viral campaign again, and as always, a few dedicated fans have already cracked the code and rewarded all of us with some new images and a video. Spoiler alert: a lot of the material has to do with the mechanical web-shooters (as opposed to organic ones) that Peter Parker (Andrew Garfield) will be using in this new approach to the Spider-Man saga.

The code was cracked by several players from around the Web – among them, the gang over at SHH that deciphered a set of “spiders” to reveal the following message:

SOMETIMES THE FACE IN THE
MIRROR DOES NOT EVEN LOOK LIKE ME
ONE MINUTE I AM ACING MY MIDTERMS
THE NEXT I AM IN FISTFIGHTS
I HAVE MADE EVERY MISTAKE A
TEENAGER COULD MAKE BELIEVE ME I
WISH I COULD TAKE BACK MY WORST
DECISIONS BUT I CANNOT LIVE IN THE
PAST INSTEAD I MUST BECOME THE BEST
VERSION OF MYSELF I WILL SUCCEED

Clearly some kind of representation of Peter Parker’s mentality, and an interesting one at that. At the very least, it lives up to the studio and the filmmakers’ stated goal of wanting to explore the character of Spider-Man in new and modern ways. Whether or not hardcore fans of the character (or general audiences) go for it is another matter.

In addition to the cypher, a new viral blog for Amazing Spider-Man was also discovered. Titled “Parker’s POV”, the blog is a photo blog (see below) that will be maintained by Peter Parker himself. In other words: more viral games to soon ensue.

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The following pictures and video were also found and collected from around the Web by the folks over at Coming Soon:

The mechanical web-shooters have definitely been a point of contention for Spider-Man fans. In a twist of irony, it seems to be a lot of so-called fans of the web-slinger who are most upset about the fact that the reboot is moving away from the organic web-shooters used in Sam Raimi’s trilogy – even though those same mechanical web-shooters stem from the original Spider-Man comic books. To be honest though, it’s really hard to tell what makes a “purist” these days, when it comes to the convoluted mythologies of most superheroes.

The Amazing Spider-Man has also been the only one out of the bigger summer 2012 superhero three to launch a significant viral campaign – though, it could just be the one that actually needs the extra promotion. It’ll be interesting to see what they do next with the viral incentives.

Speaking for myself: at this point I’m intrigued by the updated take on Peter Parker, and if the Amazing Spider-Man trailer was any inidcation, the Spider-Man action is pretty sweet as well.

The Amazing Spider-Man will be in theaters on July 3, 2012.

Source: SHH & Coming Soon