Sony has 400 promotional partners on board with The Amazing Spider-Man, including Twizzlers®

June 30, 2012

This is the sort of thing that sort of depresses me, though I can’t really say why. Only that a lot of people seem to have a lot invested in these sort of of superhero movies. I mean, a lot of people care about Spider-Man — I’m not one of them but I do know what it is like to care deeply about trivial things — and this makes the whole enterprise seem like nothing more than an opportunity for profit-taking. (Which is exactly what it is, but still.)

As Sony prepares to reboot (and retcon) the franchise on July 3 — I’m waiting until July 6 to run my review, but, just so you know, I didn’t hate the film — they’ve secured its largest lineup of promo partnerships. Companies like Kellogg’s and beauty brand OPI are on board, as are Carl’s Jr., Schick, Walmart, Target and Twizzler. Altogether, about 400 promo partners worldwide have paid Sony an estimated $200 million in marketing support for the film.

Here’s the Twizzler’s promotion:

Twizzlers® Candy has teamed up with Sony Pictures to mark the debut of the The Amazing Spider-Man(TM) by challenging fans nationwide to swing into action and help the hero build a virtual web of Twizzlers Twists to unlock sweet prizes and exclusive content. Beginning May 13 through July 7, 2012, fans can visit once daily to add a Twizzlers Twist to The Amazing Spider-Man’s web in three scenes that depict the chapters of The Amazing Spider-Man story for a chance to win unique prizes, including a trip to the next Spider-Man movie set.

“From the candy’s signature red color to its web-like characteristics, our iconic Twizzlers Twists are the perfect complement to sweeten fans’ movie experience both on and offline,” said Anna Lingeris, spokesperson for the Twizzlers brand. “We’re excited to team up with Sony Pictures to bring added excitement to The Amazing Spider-Man through this unique online experience and the chance to win a trip to the set of the next Spider-Man film.”

Now through July 7, 2012, consumers nationwide can visit to help build the virtual web for a chance to score amazing prizes, including a Sony Blu-Ray Disc Home Theatre System, The Amazing Spider-Man t-shirts, one-month digital subscriptions to Marvel Digital Comics Unlimited(TM) and more. One grand prize winner will receive an all expenses paid trip to visit the set of the next Spider-Man movie, including spending money as well as airfare, hotel stay for up to three friends. Fans can add a Twizzlers Twist to the web and “tag it” in each of the three different movie scenes once per day, increasing their chances of winning with each piece. Winners will be announced after July 12, 2012.

Oh, and a different kind of Spider-Man marketing:

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