I got through about half of this video before I realised how insane the entire venture is; The Amazing Spider-Man runs for 136 minutes and Sony's marketing has now revealed a little over a fifth of the films run time, covering everything from Act 1 to 3.
When people complain about excessive marketing for films like Prometheus, they need to consider Amazing Spider-Man as the new yard stick. Prometheus' abundance of trailers and spots provided a suggestion of events and ideas, yet the film still managed to hold a lot of surprises (for better or worse).
The Amazing Spider-Man is giving us the film itself, albeit in a hyper-condensed form, you can see the outline of the entire story playing out purely through marketing materials. Is this a lack of faith in the movie from Sony or just a sign of how times are changing? Do the studios now believe we are too stupid to form a decision without being beaten into submission by promotional material? Robert Zemeckis must be pleased, he has long championed the use of trailers that tell the audience the entire film. Science would agree, too.
Sony have taken this video down a few times already, no doubt trying to under play just how extreme their marketing has been. However, considering the terrible performance of John Carter and Battleship (films with a rather muted marketing presence), maybe they are onto something. Exposure is everything; The Avengers and Prometheus felt like they were everywhere and they performed very well at the box office. If The Amazing Spider-Man opens strong then expect Sony to continue this carpet bombing method of marketing.
Personally, I almost hope the movie performs poorly and they learn nothing positive from this experience. I want less. Considerably less. The movie is still a week from release and I am already sick of the sight of it.
Source: Badass Digest
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