The Amazing Spider-Man 2 Getting Major Push From NBC Universal TV, Wal-Mart

Sony is recruiting a lot of help in promoting The Amazing Spider-Man 2, due out in just under two weeks in the U.S. They've turned to NBC Universal to run customized ads for the movie across numerous NBCU networks, including Bravo, E!, USA, Syfy, Telemundo and mun2, reports Variety. Fandango, the NBCU-owned movie ticketing website, will see a Spidey-themed website takeover this week as well in support of the film. In case that weren't enough synergy, $10 Fandango credits toward the film can be redeemed by fans who pre-order the movie on Blu-ray/DVD combo pack at Wal-Mart. For $29.99, you get a code to reserve yourself a copy on Vudu, the Ultraviolet-powered streaming site Wal-Mart has a preferred relationship, as well as getting a Blu-ray/DVD delivered to you on the week of release. Sony is also throwing in an exclusive trifold, foil-enhanced poster.

They likely hope that the $10 Fandango credits will be redeemed to help boost the opening weekend on paper, without creating the kind of "how much was the Wal-Mart promotion a cheat?" discussion that pundits had around the release of Man of Steel. They've also got a new PlayStation bundle rolling out this month through Wal-Mart stores to help push awareness; The $269 bundle consists of a black 500GB PlayStation 3 console, a copy of The Amazing Spider-Man 2 game, and a voucher for The Amazing Spider-Man 2 that can be redeemed on Vudu. Few films have ever enjoyed such an impressive promotional push, sustained over such a long period of time, as The Amazing Spider-Man 2. The movie was of huge strategic importance to Sony -- who don't have a ton of other valuable franchises -- even before they announced they were going to use it as a launching pad to build a new Spider-Man "universe," including Secret Six and Venom movies and featuring characters like The Black Cat.