Relationships Between Producers and Audiences

Sony released there first clip of 'The Amazing Spider man 2' which showed Jamie Foxx as Electro in July 2013. This was in hopes to encourage peoples attendance at Santiago Comic-con International. At this panel they then premiered a four minute trailer of the film which at the time was not publicly released but was later leaked on the internet.

Tumblr was used to market the film when 'The Daily Bugle' (a fictional newspaper shown in spider man) appeared on the site. This included references to the film and the spider man franchise.

Later in 2013 on December 8th an announcement was made that stated that a new trailer would be premiered on new years eve in Times Square,New York.  This event had a character dressed as spider man shown taking part in the Ball Drop Celebration and a message from creator of 'Spider Man' Stan Lee.

Stars of the film including Jamie Fox, Emma Stone and Andrew Garfield took part in 'Earth Hour' campaign launched by the WWF. These stars of the film were present at the launch event in Singapore.

Evian, the water company, followed up there  its wildly successful “Baby & Me” online campaign with one that stars Spider-Man and a miniature version of himself mimicking his every move in the streets of New York City. 

'The Amazing Spider-man 2' didn't win any awards however it was nominated for some. It was nominated for five awards at the Golden Trailer Awards including:

• Best Summer 2014 Blockbuster Trailer
• Best Action TV Spot
• Best Summer Blockbuster 2014 TV Spot
• Best Summer Blockbuster 2014 TV Spot
• Most Original TV Spot

It was also nominated at the Italian National Syndicate of Film Journalists for best editing. 

The total cost spent on marketing for The Amazing Spider-man 2 was between 180 and 200 million which is a lot more than what is usually spent on a film like this. This was nearly as much as what was spent on actually making the film.

At the premier of the film Andrew Garfield took a group of children from the charity 'kids city', a London based charity providing childcare and out of school activities to children in Lambeth, Merton and Wandsworth, to see the movie . 

Sony Pictures had advertising pact with NBCUniversal which meant that The Amazing Spider-Man 2 would be advertised across channels such as Bravo, E!, USA, Syfy, Telemundo and mun2, as well as on a customized page on Fandango, the company’s web-based movie-ticketing service.