With all the discussions surrounding Warner Bros. viral marketing and sneak peek footage for The Dark Knight Rises, it's easy to forget that 2012 is also going to be the year of a number of other superhero projects as well - including Marc Webb's webhead reboot, The Amazing Spider-Man.
Columbia Pictures has officially unveiled the teaser poster for Webb's Spider-Man film - and, while it might not offer another detailed look at Andrew Garfield, aka Peter Parker suited-up and ready to fight crime, the one-sheet is sure to provide plenty of buzz for the film.
While production on The Amazing Spider-Man hasn't been quite as public as its superhero competition, The Dark Knight Rises and The Avengers, the production still offered-up some intriguing details on the Lizard's transformation as well as some cool looks at Garfield (as well as stunt doubles) in costume. That said, the official images from Webb's Spider-Man movie managed to put the set photos to shame - and, due to a great redesign of the Spidey-suit, quieted some fans who were sill frustrated that the series was getting a reboot so soon. Positive buzz for the project, which as mentioned has flown somewhat under the radar thanks to Marvel's superhero mash-up and Nolan's final Batman film, was further buoyed when Peter Park himself, Andrew Garfield floored the SDCC 2011 audience with a charming appearance and sincere speech about how much the character means to him.
Check out Andrew Garfield in The Amazing Spider-Man teaser poster below, courtesy of SuperHeroHype (click to enlarge):
The only potentially controversial aspect of the poster is the tag line, "The Untold Story." Really? As if the the Spider-Man origin story wasn't adequately explored in Sam Raimi's trilogy? Obviously there are going to be a number of differences between the two feature film series - web shooters and romantic love interests to name a few. That said, isn't it a little weird (or maybe it's just ballsy) to overtly address the primary criticism of your film directly in the marketing - i.e. that it's a "too soon" 3D retread of a film trilogy that debuted less than a decade ago?
Some casual moviegoers are already confused about where Webb's film fits-in with Raimi's well-received Spider-trilogy - so focusing on the origin story angle is certainly a bit of a gamble here. There's little doubt that Webb, and his star Garfield, will probably end-up delivering a solid entry in the franchise. However, Spider-Man is not James Bond (where audiences are used to different actors), and putting the origin angle front and center could be a risky marketing move.
With so many moviegoers already familiar with how Peter Parker became Spider-Man, it'll be interesting to see how less-informed film fans respond to the fact that Columbia Pictures is straight-up telling potential audiences to prepare for new Spider-Man rules (those mechanical web shooters) and relationships (Emma Stone's Gwen Stacy).
Follow me on Twitter @benkendrick.
The Amazing Spider-Man will hit 2D, 3D, and IMAX 3D theaters in the U.S. on July 3rd, 2012.
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