Even as The Avengers is busy obliterating box office records, Sony has been ratcheting up anticipation for its own summer superhero flick, The Amazing Spider-Man. Since the release of a third theatrical trailer for the Spider-Man reboot, additional images and TV spots have flooded the ‘Net – with a four-minute “super preview” scheduled to premiere during tonight’s episode of America’s Got Talent – and rumors that a fourth trailer will be attached to prints of Men in Black III, which opens later this month.

Sony is also emulating The Dark Knight‘s approach to success, with an elaborate Amazing Spider-Man viral marketing campaign – including, fake Daily Bugle news scoops and instructions on how to construct artificial web-shooters. The latest viral promotional clip comes in the form of a featurette about Dr. Curt Connors (Rhys Ifans) and how his encounter with Peter Parker (Andrew Garfield), the son of his old partner Richard Parker (Campbell Scott), leads Connors to conduct an experiment on himself – with dangerous, unexpected results.

That “Lizard” featurette comes along with the unveiling of a new Amazing Spider-Man tie-in site scheduled to open in full today, allowing players to begin an internship with Oscorp Industries and conduct experiments in the company’s (virtual) Animal Dynamics Lab. Kicking off the new game is a video with Ifans as Dr. Connors, talking about the miraculous nature of reptiles and herpetology (watch it HERE).

A partly transformed Curt Connors in 'Amazing Spider-Man'

It’s no secret as to why Sony is pulling out all the stops, as far as building awareness and heightening excitement for Amazing Spider-Man is concerned. While an increasing number of comic book movie fans are getting behind this franchise do-over, many others remain adamant in their position that this Spider-Man reboot will amount to little more than an uninspired rehash that arrives way too soon after the third installment in Sam Raimi’s blockbuster Spider-Man trilogy. Similarly, Amazing Spider-Man needs to take full advantage of the time during which it will have the comic book crowd to itself – because less than three weeks after it arrives in theaters, a little film called The Dark Knight Rises will be hitting the scene.

Avengers is the hot discussion topic for the time being, but all the buzz should start settling down to a low rumble over the next couple weeks. Just as Marvel spent upwards of two months flooding the market with Avengers marketing material prior to its release, Sony will surely be doing likewise with Amazing Spider-Man over the course of the next seven (or so) weeks. By the end of that run, it should be easier to tell just how much interest the moviegoing masses really have in this particular reboot.

UPDATE: As a bonus for all those who read this far – and didn’t just skip down to the comments section – here are six new international posters for Amazing Spider-Man:

The Amazing Spider-Man swings into theaters (2D, 3D and IMAX 3D) around the U.S. on July 3rd, 2012.

Source: Sony (via Latino Review)