Sony Pix Snags Walmart for Spider-Man Promos

   June 7 2012-Sony Pictures lands Walmart for a big promotion with The Amazing Spider-Man, which hits theaters July 3 and is rated PG-13.
   The promotion includes mobile trucks going to 1,000 Wal-Mart stores with interactive exhibits (out of 3,886 U.S. retail outlets), in-store TV projection of exclusive footage, an augmented reality application and a $2.96 combo pack that includes a reproduction of a vintage printed Spider-Man comic book. The second link below presents a video running 1:37 showing the truck tour.
   As for the augmented reality app, a press release says: “Exclusive ‘Web-Slinger’ Augmented Reality App: The ‘Web-Slinger’ AR mobile app – available at the iTunes App Store or Android Market starting June 15 – enables customers to take photos with a life-size Spider-Man and unlock levels and weapons at multiple locations within the store starting June 26. Unlock locations include Kellogg’s Cheez-It & Pop-Tarts displays in grocery, the Straight Talk Wireless section in electronics, signage in toys and boys apparel. Fans can also engage in the AR experience during the ‘Secrets Unmasked Tour,’ where Spider-Man and The Lizard come to life on the top of the truck.”   
   The press release also quotes Seong Ohm, Walmart U.S.’s senior vice president and general merchandise manager for entertainment, saying, "Movie fans can rest assured that Walmart will have the broadest assortment of the Super Hero products they want – from special-edition movie releases to toys, food and apparel – all at an amazing low price."
   In The Amazing Spider-Man press release, Mark Rhodes, senior vice president of North American retail development at Marvel Entertainment, says, “This multifaceted program with Walmart in support of The Amazing Spider-Man does just that by offering fans an array of merchandise, interactive in-store elements and exclusive, never-before-seen content.” Walt Disney bought Spider-Man owner Marvel after Sony Pictures snagged the franchise for film.
The Amazing Spider-Man’s licensed merchandise includes:
Electronic Action Figure (Marvel/Hasbro) – $15.97
Hero FX Mask (Marvel/Hasbro) – $19.97
Hero FX Glove (Marvel/Hasbro) – $14.96
Boys and Young Men's tees:  $6.97 - $7.50
Twin Sheet Set  and Twin/Full Comforter:  $15.88 - $26.88

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The augmented reality codes unlocks weapons in an interactive The Amazing Spider-Man game playable on cell phones.