Viral campaigns have increased in visibility with both big and small budget films in recent years. Sony's The Amazing Spider-Man looks to increase the property's awareness with a video and some other new features that have appeared over the weekend.
The original viral website, which launched alongside the webslinger's trailer in February showcased a few chosen cities (New York, Atlanta, Denver, Phoenix, Seattle and Los Angeles) involved in a Twitter campaign to meet up and tag the streets with, you guessed it, the mark of the Spider-Man. It is also where the first scene, involving Gwen Stacey's doorman was unveiled.
In the campaign's latest video, Captain George Stacy (Dennis Leary) warns us about a "masked criminal roaming the streets of our city posing as some kind of a hero." Check out the viral video below:
One of the more interesting things to note here is that the Daily Bugle has been updated to a TV station and Captain Stacey has taken over the bully pulpit once monopolized by J. Jonah Jameson in the comics - and previous movie incarnations. The change-up has been hinted at previously in the trailers but is now most definitely solidified with the latest viral tease.
Ultimately, it makes sense to give this element of the mythos an update - as print media newspapers continue to close their doors. It will be intriguing to see what else is revealed/hinted at in the next few months as one of the new tag lines promotes finding out "the untold story" - something Marc Webb recently touched on in our exclusive interview with the director.
The video also includes a link to a new website, WebbedMenace.com - which, in addition to the video, offers-up a wanted poster with police sketch that definitely harkens back some of the older comic book stories from Steve Ditko and Stan Lee.
You can check out the wanted poster below:
Fans can also submit their own sightings, including photos, to the site as well. Expect to see more from these two sites as we get closer to the film's release this summer.
The Amazing Spider-Man swings into theaters on July 3rd, 2012.