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‘The Amazing Spider-Man' 6-Minute IMAX Sneak Peek to Screen In Front of ‘Men in Black III,' New Viral Marketing Hints At The Lizard’s Origins

The Playlist By Charlie Schmidlin | The Playlist May 22, 2012 at 5:50PM

“Men in Black III” faces a long road to success this weekend, with an inflated budget looming over a public opinion set firmly at “mildly amused,” but Paramount is hoping a little incentive in the form of an IMAX sneak peek will get people in seats for both of their upcoming tentpole productions.
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The Amazing Spider-Man Sewer Crouch Moonboots

Men in Black III” faces a long road to success this weekend, with an inflated budget looming over a public opinion set firmly at “mildly amused,” but Paramount is hoping a little incentive in the form of an IMAX sneak peek will get people in seats for both of their upcoming tentpole productions.

ScreenCrush reports 6 minutes of “The Amazing Spider-Man” will screen in front of all IMAX “MIB3” showings, giving another peek at the film following a 4-minute mega-trailer last week. The goal of that preview was to clearly differentiate director Marc Webb’s version from Sam Raimi’s, and for the most part it succeeded. Andrew Garfield continues to display a game sense of humor, while Emma Stone appears as charming as usual. Still, with the film also seemingly focused more on character than action – although a variety of fight sequences are peppered throughout - the creative team might be in danger of showing every money shot the film has to offer before it even releases.

Also showing up to garner interest is a string of videos, featuring Dr. Connors updating his laboratory webcam on his scientific findings. There are accompanying ciphers to solve, all of which promise more sneak peeks at the end, but sadly, instead of a solid example of “mysterious” viral marketing, it all just reeks of a “Myst” point-and-click adventure. Still, the clues are there to be solved, and the film hoping to be seen when “The Amazing Spider-Man” opens July 3rd, and you can catch that in-no-way-inspired by "The Dark Knight Rises" IMAX sneak peek with "Men In Black 3" from Friday. [Coming Soon]

This article is related to: The Amazing Spider-Man


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