Press Release: THE AMAZING SPIDER-MAN Augmented Reality Application

The Amazing Spider-Man(TM) swings into 3D virtual action as Sony Pictures launches augmented reality application.

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By Mark Julian - 5/3/2012
Spider-Man

CULVER CITY, Calif., May 3, 2012 /PRNewswire via COMTEX/ -- In anticipation of the release of The Amazing Spider-Man(TM), in theaters on July 3, 2012, and as a companion to the new trailer launch for the film, Sony Pictures Entertainment has launched a free mobile application themed to the movie. Developed using Qualcomm's Vuforia(TM) platform, the application is available for iPhone, iPod touch, and Android(TM) devices. The Amazing Spider-Man Augmented Reality (AR) application allows fans worldwide to discover Spider-Man in online and real world environments by finding specially marked movie-themed images and scanning them to activate interactive, 3D Spider-Man animations.

Using footage from a special shoot with the movie's stunt team, the app features exclusive Spider-Man animation sequences in which Spider-Man swings through buildings, crawls up walls, shoots his web at the screen, or engages with nefarious characters on the streets. When the virtual Spider-Man appears on their phones, users can take photos of the hero and share them with their friends and family. Each photo experience will be unique to the user, and fans can share multiple photos from each interaction.

To activate the animation sequences within the app, users can find out the locations for individual marker images on the official movie website and social channels. Sony Stores, Activision, and Entertainment Weekly will also offer select marker images within their designated retail, online and editorial channels. As an extra bonus for moviegoers, a single frame within the new trailer, when scanned, will also reveal one of the Spider-Man animations on the user's mobile device. Each new image activates one of 13 achievement badges that users can share on Facebook and Twitter.

Commenting on the announcement, Dwight Caines, President, Worldwide Digital Marketing, Sony Pictures, said, "Many of today's moviegoers are digital natives on the go, and our app allows us to engage them. Our use of augmented reality technology is a fun way of embracing the 3D aspects of the movie while nurturing the playful kid inside all of us who wants to collect items from their favorite superhero character to share with their friends and family."

The Amazing Spider-Man Augmented Reality app is now available for download from the App Store http://bit.ly/IGfuTcor get it on Google Play http://bit.ly/IEy4wu . The app download is easily accessed via a WiFi connection.

About The Amazing Spider-ManOne of the world's most popular characters is back on the big screen as a new chapter in the Spider-Man legacy is revealed in The Amazing Spider-Man(TM). Focusing on an untold story that tells a different side of the Peter Parker story, the new film stars Andrew Garfield, Emma Stone, Rhys Ifans, Denis Leary, Campbell Scott, Irrfan Khan, with Martin Sheen and Sally Field. The film is directed by Marc Webb from a screenplay written by James Vanderbilt, based on the Marvel Comic Book by Stan Lee and Steve Ditko. Laura Ziskin, Avi Arad, and Matt Tolmach are producing the film in association with Marvel Entertainment for Columbia Pictures, which will open in theaters everywhere in 3D on July 3, 2012.

The Amazing Spider-Man is the story of Peter Parker (Garfield), an outcast high schooler who was abandoned by his parents as a boy, leaving him to be raised by his Uncle Ben (Sheen) and Aunt May (Field). Like most teenagers, Peter is trying to figure out who he is and how he got to be the person he is today. Peter is also finding his way with his first high school crush, Gwen Stacy (Stone), and together, they struggle with love, commitment, and secrets. As Peter discovers a mysterious briefcase that belonged to his father, he begins a quest to understand his parents' disappearance - leading him directly to Oscorp and the lab of Dr. Curt Connors (Ifans), his father's former partner. As Spider-Man is set on a collision course with Connors' alter-ego, The Lizard, Peter will make life-altering choices to use his powers and shape his destiny to become a hero.

About Sony Pictures EntertainmentSony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; home entertainment acquisition and distribution; worldwide television networks; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in more than 142 countries. Sony Pictures Entertainment can be found on the World Wide Web at www.sonypictures.com

About Marvel EntertainmentMarvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of over 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information visit www.marvel.com .

SOURCE Sony Pictures Entertainment

For a demonstration of how the App works, click here.




Running Time: Unknown
Release Date: July 3, 2012 (USA)
MPAA Rating: Unknown
Starring: Andrew Garfield, Rhys Ifans, Emma Stone, Sally Field and Martin Sheen.
Directed by: Marc Webb
Written by: James Vanderbilt (initial screenplay),Alvin Sargent and Steve Kloves (revised draft)

Click here to read a rundown of THE AMAZING SPIDER-MAN spoilers.



The Amazing Spider-Man is an upcoming American superhero film directed by Marc Webb, based on the comic book of the same name and starring Andrew Garfield as the Marvel Comics character Spider-Man. It is the fourth Columbia Pictures film that portrays Spider-Man in film and is a reboot of the film series that stars the superhero. The cast includes Garfield as Peter Parker and his alter ego, Emma Stone as Gwen Stacy and Rhys Ifans as Dr. Curt Connors. The film will portray Parker as his super powers are evolving in high school.

The film's development began simultaneously with Sony announcing the cancellation of Spider-Man 4. Opting for a reboot with the same production team rather than another sequel, the studio announced a July 2012 release date for what was now titled The Amazing Spider-Man. James Vanderbilt was hired to write the script while Alvin Sargent and Steve Kloves helped fine-tune the script. Filming started in December 2010 in Los Angeles before moving to New York City with the help of RED Epic camera. The film entered post-production in April 2011.

Sony Entertainment has focused its marketing campaign with a promotional website with released images, 2 theatrical trailers, a prologue screening in certain cities and a video game tie-in being developed by Beenox among other products. The Amazing Spider-Man is scheduled to be released in 3D and IMAX 3D on July 3, 2012. A sequel of the film is being planned for release in 2014 with James Vanderbilt hired to again write the screenplay.





Source: Sony Pictures
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17 Comments
JDUKE25 - 5/3/2012, 6:40 AM
Totally getting this.
MitchConner - 5/3/2012, 6:45 AM
God I hope Sony is wrong about this movie.
GRYDE - 5/3/2012, 6:59 AM
Everyday, we see photos, posters, released from this movie. Even some comic book movies that bombed such as both Ghost Riders, both Hulks, Batman and Robin, Green Lantern, Jonah Hex, released clips that looked ok.
They have yet to release one scene that looks good. They all look bad actually. This movie could be so bad, it will be regarded as worst of the year and could be among Howard The Duck, Batman and Robin and Catwoman as one of the worst comic book movies ever.
If its as bad as it looks, word of mouth will kill it fast. Get ready to watch a disaster!
After this is over, maybe Sony/Jackass pictures will realize not every director can handle the enormity of a major super hero film.
One things for certain, everyday for the next couple weeks, we WILL see a new SpiderMan photo, and no killer scene from the movie. Its the only way they can promote it. Releasing more awful scenes will jeopardize the opening weeking sales.
R888 - 5/3/2012, 7:03 AM
I want this
Ashes2Phoenix - 5/3/2012, 7:07 AM
@bgg1175: Well we are getting a new trailer today and the clips are going to start coming in rapidly considering it is now only two months away. Stop being so negative. Plus you have said that before in previous posts, come out with something original please.
Ha1frican - 5/3/2012, 7:10 AM
@bgg175 TIH didn't bomb, it didn't perform as well as IM but for how much bad press the first got it did as we'll as could be expected, and it was a good movie.
JDUKE25 - 5/3/2012, 7:11 AM
Its pretty cool. Not the best thing out there, but cool nonetheless.
JDUKE25 - 5/3/2012, 7:17 AM
^^^ 4pm PT/7pm ET
Ashes2Phoenix - 5/3/2012, 7:17 AM
@IM53: The facebook page says : Want to see Dr. Curt Connors as The Lizard? Check out an EXCLUSIVE first look and then come back at 4pm PT/7pm ET for the new trailer!
Is that American time ?
Shaman - 5/3/2012, 7:18 AM
bgg1175- I sure hope it bombs! Nobody that puts garters on Spidey should live to tell the tale.
JDUKE25 - 5/3/2012, 7:18 AM
@Ashes yes
Ashes2Phoenix - 5/3/2012, 7:21 AM
@JDUKE25: I am trying to think what time that means for the uk ? Midnight ?
NOID - 5/3/2012, 7:25 AM
what about the trailer? when is that coming out?
MarkJulian - 5/3/2012, 7:46 AM
@Mystery Linked back to your post.
@Supersaiyanfan1 Don't be a crybaby.
fanboy03191 - 5/3/2012, 7:51 AM
@remindkevin, that was just a rumor. I very much doubt Sony would talk trash about this film. They need it to succeed.
SpiderFan35 - 5/3/2012, 10:33 AM
@IM53: @IM53: lol, me too! I would go nuts having to wait until getting home when new trailers come out.

@Gusto: It's important to have goals in life.



WorldsGreatestdetective - 5/3/2012, 10:51 AM
Am I the only one getting the vibe that this movie will be this year's Green Lantern? There is something off putting about this movie

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