International Theatrical Marketing Strategy

Main Genre: Superhero Action Adventure

Andrew Garfield Peter Parker The Amazing Spider-Man, The Social Network

Emma Stone Gwen Stacy The Amazing Spider-Man, The Help, Crazy, Stupid, Love., Easy A

Jamie Foxx Max Dillon / Electro Django Unchained, The Soloist, The Kingdom, Collateral

Paul Giamatti Aleksei Sytsevich / The Rhino Saving Mr. Banks, 12 Years a Slave, The Hangover Part II, Win Win, Fred Claus, Shoot ‘Em Up, Sideways

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Sally Field Aunt May Lincoln, The Amazing Spider-Man, Forrest Gump, Mrs. Doubtfire, “Brothers & Sisters” (TV)

Dane DeHaan Harry Osborn Kill Your Darlings, The Place Beyond the Pines, Lawless, Chronicle

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Primary: General 12-54; Spider-Man fans; Family audience (children under 12 and their parents)

Special Considerations: We need to re-energize teens and bring back families. It is paramount we make ASM a trilogy for a new generation.

WORK IN PROGRESS We’ve always known that Spider-Man’s most important battle has been within himself: the struggle between the ordinary obligations of Peter Parker and the extraordinary responsibilities of Spider-Man. But in The Amazing Spider-Man 2, Peter Parker finds that a greater conflict lies ahead. It’s great to be Spider-Man (Andrew Garfield). For Peter Parker, there’s no feeling quite like swinging between skyscrapers, embracing being the hero, and spending time with Gwen (Emma Stone). But being Spider-Man comes at a price: only Spider-Man can protect his fellow citizens from the formidable villains that threaten the city. With the emergence of Electro (Jamie Foxx), Peter must confront a foe far more powerful than he. And, as his old friend Harry Osborn (Dane DeHaan) returns, Peter comes to realize that all of his enemies have one thing in common: OsCorp.

When enemies unite, his greatest battle begins.

WHAT WE’VE LEARNED Through exhaustive post-release studies, trailer tests, brand studies, feedback from our territories, and our recent focus groups, we have a body of knowledge that has led to the strategy outlined below. Here is the latest information on the Spider-Man brand and specifically The Amazing Spider-Man 2.

Overall fanship for the Spider-Man brand is robust. But we can’t take this for granted, particularly when it comes to teens and families. We need to build this base back up by highlighting the things they love about the brand: the suspense and web-swinging action, while at the same time reminding them that Spider-Man is ultimately an underdog, an ordinary guy in extraordinary circumstances.

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Positively, audiences already expect ASM2 to be better than its predecessor – this perception is driven by the introduction of Electro and other villains, but also because the story is new and has moved on from the origin story.

For general audiences, the right balance of tone is intense and action-packed, serious but paired with moments of humor. In targeted advertising, a lighter, fun, and adventurous tone is better for parents and children. However, parents still appreciate the action – especially when there’s context and Spider-Man is protecting civilians.

In our recent testing, males and older groups favored the more distinct “enemies unite” positioning as embodied in the ‘Enemies’ trailer, while younger audiences and families prefer that some levity and fun be layered in as found in the trailer ‘Plan’.

In worldwide testing, using multiple villains instead of just Electro has proven effective, particularly when the villains are all shown to be connected to Spider-Man and all created by Oscorp, Spider-Man’s real adversary. This should be the predominant positioning. That said, there is room to shed a greater but not necessarily exclusive light on Electro. Internationally, the multiple villains angle certainly helps us raise the stakes, but ultimately we have more room to let Electro remain the focus. and he is a key differentiating factor for this film versus ASM1.

Additive story elements include seeing Peter balance his dual life and seeing Gwen as an active participant. The intersection of Peter’s “normal life” with the responsibilities of being a hero is very compelling, especially for general audiences. Gwen helping Spider-Man is a plus and also allows romance to be implicit, without having to directly sell romance (which is very polarizing).

THINGS TO PROMOTE AND AVOID

Things to do/promote: Things to avoid:

 There is a lot more heart-thumping,  Don’t imply any part of this film takes place web-slinging action. This is one clear in high school. difference from the first Amazing Spider-Man. You really get a sense of  Don’t paint a picture of the film being dark the scope and intensity of action or moody. While the stakes are higher, this from the get go Themes is Spider-Man and not the Dark Knight. There is a lot of wit, humor and humanity / Topics  Much of this is action is due to throughout even more than the last film. enemies uniting. With Electro in the This time around we really gain a sense of forefront and other enemies coming how much Peter enjoys being Spider-Man from all sides, this scenario easily the hero. becomes Spider-Man’s greatest challenge. He will be put to the test like never before 4

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 Uniting these enemies and playing a central role is mysterious Oscorp, “headquarters” for the world of villains Spider-Man faces

 More villains working in a coordinated fashion, means higher stakes.

 The responsibility of being a hero

 Untold story

 Peter Parker is at heart an ordinary  Don’t portray him as overly angst-ridden guy. He is neither a billionaire playboy nor someone born with  Don’t imply that he is still haunted by the superhuman abilities. He is someone mystery surrounding his parents’ just like you and me. This ordinary disappearance person just happens to be in an extraordinary circumstance  Don’t depict him as still consumed by his promise to Captain Stacy Peter /  Lean toward showing Peter as someone who loves being Spider- Spider- Man and has some confidence in his Man role as a hero

 The only question is how to be the best Spider-Man, the best hero he can be. This is a Spider-Man that belongs to everyone

 Convey that Peter is balancing being Spider-Man with living a normal life.

 Position her as intelligent and  Don’t go too deep into her relationship with independent, someone who is able Peter Parker. The two clearly have to deftly assist Spider-Man chemistry, but we don’t want to over- Gwen emphasize romance

 Don’t mention her death

 Should be seen as someone who has  Don’t reveal that Harry becomes the Goblin a personal connection to Peter, but he also has a connection to his  Don’t mention that his father Norman dies father Norman Osborn and the Harry legacy of Oscorp  Don’t address the “Harry’s blood” storyline. It is not that compelling  Highlight that both Harry and Peter are fatherless and that this is their unique and shared bond.

 Push the idea that Electro is the  Don’t make it seem as if Electro is the only Electro most powerful supervillain Spider- supervillain. Thanks to Oscorp, this will be Man has faced and that he is capable Spider-Man’s greatest challenge as he faces of destruction on a massive scale a cadre of super villains 5

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 Make clear his personal connection  Don’t emphasize Max over Electro. We with Spider-Man, namely, Spider- want to keep the stakes high, and nerdy Man’s greatest fan has now become Max is not that threatening his greatest enemy

GUIDING PRINCIPLES

Convey that Spider-Man will be tested in ways that audiences have never seen before. Spider-Man will be pushed beyond his limits, and when he’s pushed beyond his limits he can no longer protect everything and everyone the way he wants to – he will struggle and be forced to make difficult choices. The consequences for him are personal, and that elevates what’s at stake.

We are telling the story of the hero's journey and in this case, the stakes have never been higher for both Spidey and Peter. Spidey, because he is facing enemies that have joined forces against him, and Peter, because the choices he makes and the promises he tries to keep have real consequences.

Multiple and very powerful villains than before. Continue raising the stakes with Spider- Man’s new enemies. Build further upon the notion of Spider-Man being attacked from all angles from multiple villains – with the formidable and extremely powerful Electro in the forefront – to suggest a daunting and greatest challenge yet.

Build mystery around Oscorp. The connection between Spider-Man and Oscorp is expanded upon in this movie, and Oscorp is at the center of all of Spider-Man’s troubles.

When addressing the mystery behind Peter’s parents, hint that we’ll learn more about the connection between Peter’s father and Oscorp. Peter will discover information about his father and Oscorp that causes him to question what he thought he knew about his family.

Family friendliness is helped by Spider-Man’s character being beloved around the world by people of all ages for his heroism. This movie stays true to the core things that people—both kids and adults—love about him most. This is a blockbuster that has something for everyone – fun moments, serious moments, and action that’s going to pump up everyone. Additionally, this movie showcases Spider-Man’s sense of humor more than ASM1, which will help position the film as family friendly.

Peter Parker is an “everyman”, and anyone who’s been pushed around or felt powerless can relate and identify with him. He’s an outsider and he’s given incredible power, and he has to cope with the responsibilities that come with that, but ultimately he chooses to use his power to fight villains and help others.

CONFIDENTIAL – DO NOT DISTRIBUTE Electro is a supervillain. He’s incredibly strong and his power is very visual, so the film will have very high level special effects that audiences will appreciate. Electro is also intriguing as he’s an inversion of Spider-Man’s character. He’s an unappreciated outsider who’s given special powers, but he chooses to handle his powers in a very different way.

GOALS

Get back the family audience. Reassure parents through positive messages about being brave and heroic, Spider-Man using his superpowers to rescue innocent civilians, and adventurous and fun moments that underscore this as a movie for people of all ages.

Win back older males. Among fans, those who didn’t turn out for ASM1 were most likely to be older males. Some older men who did see the film found Garfield’s character to be too “angsty” and too focused on the romance. It’s important that romance and Garfield’s emotional turmoil are more on the back-burner when targeting this group, which is eager for more straight action, dangerous villains, and the usual Spidey wit.

Re-energize teens. There are a lot of relatable themes here for teens, and our cast – Emma Stone in particular – is very well-liked. It’s important to get teens on board with the franchise in this installment so they are eager to follow the story into ASM3.

Get people more comfortable with Andrew Garfield as Peter Parker. Males especially were less receptive to Garfield as Peter/Spider-Man. Getting Peter out of high school will help this, as well as showing a more confident Peter who fully embraces and loves being Spider- Man, and he has fun with the job.

Minimize any negativity from the last movie and focus on the love of the brand and how it pertains to this movie. Naturally, Spider-Man embodies the franchise and is by far the most appealing character. Fanship is still very strong for the Spider-Man brand, and that should be capitalized on. This time around, we’ll show Spider-Man having fun and loving being Spider- Man, rescuing civilians, and a happy Peter over brooding Peter. We’ll embrace our villain, who is neither too scary nor confusing, and who brings exciting visual effects. Additionally, we’ll show more of Spider-Man in the daytime to brighten our palette and make the overall feel less dark.

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POP POLLS

ANDREW GARFIELD

Awareness TERRITORY Popularity* (among aware) TERRITORY

AWARENESS POPULARITY Territory Total M-25 M25+ F-25 F25+ AVG Total M-25 M25+ F-25 F25+ AVG Fielded Australia 39% 40% 33% 56% 33% 53% 33% 31% 31% 45% 25% 39% Nov-13 Brazil 52% 55% 45% 65% 47% 55% 41% 45% 37% 47% 37% 54% Nov-13 France 36% 47% 34% 43% 27% 45% 27% 40% 20% 22% 23% 35% Nov-13 Germany 43% 48% 38% 53% 40% 47% 45% 48% 40% 44% 47% 40% Nov-13 Korea 53% 49% 50% 58% 56% 43% 22% 25% 24% 22% 17% 22% Jan-14 Mexico 44% 42% 40% 53% 43% 52% 43% 41% 36% 57% 40% 54% Nov-13 Russia 45% 52% 35% 52% 41% 56% 13% 18% 7% 15% 12% 28% Jan-14 Spain 41% 45% 40% 49% 33% 49% 21% 29% 16% 24% 18% 38% Nov-13 UK 57% 67% 49% 65% 53% 54% 37% 41% 39% 44% 27% 40% Nov-13 Andrew Garfield Int'l Averages 45% 49% 40% 55% 41% 50% 31% 35% 28% 36% 27% 39%

Andrew Garfield has room to grow internationally, earning moderate to below average awareness and popularity scores in most territories. His profile tends to skew towards younger moviegoers.

EMMA STONE

Awareness TERRITORY Popularity* (among aware) TERRITORY

AWARENESS POPULARITY Territory Total M-25 M25+ F-25 F25+ AVG Total M-25 M25+ F-25 F25+ AVG Fielded Australia 78% 74% 73% 88% 79% 53% 47% 43% 42% 63% 43% 39% Dec-13 Brazil 73% 75% 67% 80% 72% 55% 51% 52% 45% 59% 51% 54% Dec-13 France 60% 59% 59% 66% 59% 45% 44% 47% 45% 48% 37% 35% Dec-13 Germany 75% 73% 75% 79% 75% 47% 51% 48% 53% 55% 48% 40% Dec-13 Korea 75% 68% 68% 85% 79% 43% 41% 42% 42% 45% 33% 22% Nov-13 Mexico 72% 72% 70% 77% 70% 52% 62% 68% 62% 55% 63% 54% Dec-13 Russia 70% 72% 62% 80% 69% 56% 29% 37% 26% 34% 20% 28% Nov-13 Spain 63% 63% 59% 68% 63% 49% 36% 37% 34% 40% 35% 38% Dec-13 UK 69% 72% 66% 84% 62% 54% 48% 56% 41% 59% 40% 40% Dec-13 Emma Emma Stone Int'l Averages 71% 69% 67% 78% 70% 50% 45% 48% 43% 51% 41% 39% Stone earns good awareness in all territories, with young women most likely to be aware of her. She earns moderate to good popularity scores, with Korea, Germany and Mexico.

JAMIE FOXX

Awareness TERRITORY Popularity* (among aware) TERRITORY AWARENESS POPULARITY Territory Total M-25 M25+ F-25 F25+ AVG Total M-25 M25+ F-25 F25+ AVG Fielded Australia 84% 79% 84% 81% 88% 53% 45% 52% 44% 43% 44% 39% Jan-14 Brazil 83% 84% 87% 76% 83% 55% 69% 68% 71% 63% 73% 54% Jan-14 France 70% 70% 74% 65% 70% 45% 43% 47% 44% 39% 42% 35% Jan-14 Germany 80% 75% 85% 81% 79% 47% 63% 67% 64% 58% 63% 40% Jan-14 Korea 54% 45% 64% 45% 62% 43% 21% 19% 29% 17% 18% 22% Jan-14 Mexico 74% 67% 78% 70% 79% 52% 68% 68% 68% 66% 69% 54% Jan-14 Russia 55% 60% 52% 54% 53% 56% 18% 22% 21% 17% 14% 28% Jan-14 Spain 67% 69% 74% 60% 63% 49% 45% 56% 48% 39% 38% 38% Jan-14 UK 84% 79% 86% 81% 89% 54% 47% 48% 45% 53% 45% 40% Jan-14 Jamie Foxx Int'l Averages 72% 70% 76% 68% 74% 50% 47% 50% 48% 44% 45% 39%

CONFIDENTIAL – DO NOT DISTRIBUTE Jamie Foxx has quite good awareness is most territories (one notable exception is Russia, where awareness of the actor is moderate). Older males are slightly more likely to know of him. Foxx earns moderate to good popularity scores, with Germany, Brazil, and Mexico among the more favorable.

PAUL GIAMATTI

Awareness TERRITORY Popularity* (among aware) TERRITORY

AWARENESS POPULARITY Territory Total M-25 M25+ F-25 F25+ AVG Total M-25 M25+ F-25 F25+ AVG Fielded Australia 48% 40% 54% 49% 46% 53% 42% 40% 48% 32% 43% 39% Nov-13 Brazil 55% 52% 60% 53% 55% 55% 61% 69% 62% 53% 62% 54% Nov-13 France 27% 30% 35% 23% 21% 45% 34% 52% 32% 24% 27% 35% Nov-13 Germany 30% 34% 36% 25% 25% 47% 52% 54% 58% 43% 49% 40% Nov-13 Korea 22% 22% 23% 19% 22% 43% 7% 10% 7% 7% 4% 22% Jan-14 Mexico 49% 42% 53% 45% 54% 52% 59% 63% 63% 60% 54% 54% Nov-13 Russia 45% 49% 42% 47% 42% 56% 15% 16% 15% 17% 14% 28% Jan-14 Spain 50% 52% 58% 43% 46% 49% 40% 44% 44% 29% 37% 38% Nov-13 UK 53% 53% 60% 41% 53% 54% 41% 37% 50% 30% 40% 40% Nov-13 Paul Giamatti Int'l Averages 42% 42% 47% 38% 40% 50% 39% 43% 42% 33% 36% 39% Paul Giamatti is not yet well known in most international markets. He earns moderate popularity in most territories, ranging from moderately good (Germany) to moderately poor (Korea).

SALLY FIELD

Awareness TERRITORY Popularity* (among aware) TERRITORY

AWARENESS POPULARITY Territory Total M-25 M25+ F-25 F25+ AVG Total M-25 M25+ F-25 F25+ AVG Fielded Australia 78% 55% 83% 71% 91% 53% 54% 32% 51% 46% 67% 39% Nov-13 Brazil 68% 50% 68% 65% 82% 55% 68% 68% 70% 58% 72% 54% Nov-13 France 55% 50% 50% 56% 64% 45% 41% 40% 40% 38% 45% 35% Nov-13 Germany 58% 38% 59% 48% 78% 47% 58% 38% 58% 52% 67% 40% Nov-13 Korea 31% 25% 30% 36% 36% 43% 14% 12% 14% 16% 15% 22% Nov-13 Mexico 68% 55% 67% 66% 81% 52% 73% 61% 69% 73% 81% 54% Nov-13 Russia 46% 39% 42% 49% 55% 56% 15% 12% 12% 18% 18% 28% Nov-13 Spain 68% 48% 72% 60% 82% 49% 48% 43% 46% 44% 55% 38% Nov-13 UK 71% 51% 78% 60% 86% 54% 53% 38% 51% 49% 62% 40% Nov-13 Sally Field Int'l Averages 61% 45% 61% 57% 73% 50% 47% 38% 46% 44% 53% 39% Sally Field is generally well-recognized and well-liked internationally (with Korea and Russia being exceptions).

DANE DEHAAN

Awareness TERRITORY Popularity* (among aware) TERRITORY

AWARENESS POPULARITY Territory Total M-25 M25+ F-25 F25+ AVG Total M-25 M25+ F-25 F25+ AVG Fielded Australia 20% 27% 15% 21% 20% 53% 37% 39% 41% 33% 36% 39% Nov-13 Brazil 40% 35% 32% 48% 45% 55% 48% 59% 48% 47% 42% 54% Nov-13 France 24% 32% 25% 26% 18% 45% 33% 38% 33% 31% 30% 35% Nov-13 Germany 20% 24% 17% 20% 19% 47% 46% 44% 54% 49% 39% 40% Nov-13 Korea 31% 32% 28% 35% 31% 43% 13% 14% 14% 14% 11% 22% Nov-13 Mexico 32% 33% 32% 35% 31% 52% 47% 50% 46% 48% 46% 54% Nov-13 Russia 32% 30% 26% 39% 35% 56% 10% 10% 6% 12% 10% 28% Nov-13 Spain 31% 31% 30% 33% 33% 49% 26% 34% 24% 23% 24% 38% Nov-13 UK 24% 29% 24% 23% 20% 54% 34% 40% 26% 38% 34% 40% Nov-13 Dane DeHaan Int'l Averages 28% 30% 25% 31% 28% 50% 33% 36% 32% 33% 30% 39%

Dane DeHaan is not well-recognized internationally, earning awareness scores well below the territory averages. 9

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INTERNATIONAL DIGITAL

Key Positioning We’ve always known that Spider-Man’s most important battle has been within himself: the struggle between the ordinary obligations of Peter Parker and the extraordinary responsibilities of Spider-Man. But in The Amazing Spider-Man 2™, Peter Parker finds that a greater conflict lies ahead.

It’s great to be Spider-Man (Andrew Garfield). For Peter Parker, there’s no feeling quite like swinging between skyscrapers, embracing being the hero, and spending time with Gwen (Emma Stone). But being Spider-Man comes at a price: only Spider-Man can protect his fellow New Yorkers from the formidable villains that threaten the city. With the emergence of Electro (Jamie Foxx), Peter must confront a foe far more powerful than he. And as his old friend, Harry Osborn (Dane DeHaan), returns, Peter comes to realize that all of his enemies have one thing in common: Oscorp.

Digital Campaign Objective: The digital campaign will both distribute movie content and act as a catalyst for conversation about the movie with a focus on the theme that this is Spider-Man's greatest battle. The campaign will highlight the scope of the movie across the digital space by emphasizing the action, the humor, and the villains.

All online campaign strategies are meant to reach broad moviegoers and to re-engage fans, in particular:  Primary Target: Families (Parents and Kids)  Secondary Target: Females  Tertiary Target: Fan Boys/Girls (Self described Spider-Man Fans)

Objectives and Strategic Approach

Objective 1: Reach families and females to broaden the audience  Target families with the “Spidey Swing” game, play as Spider-Man and feel the excitement and joy Spidey has for his great powers by slinging through the canyons of New York in one continues swing. This game reinforces the fun he is having a major theme of this installment of the movie.  Reach females and families with the “Caught On Camera” game, a fun interactive game that puts you behind the lens to grab the best Spider-Man shots and then post them to social networks.  Reach females and families with the “Great Powers” pack of mini-games. Each mini- game reinforces an element of the movie in quick, action packed games.

Objective 2: Target Spider-Man Fans (Fan boys/girls) by placing this story in the Marvel world  Feature the characters of Spider-Man/Peter Parker, Gwen Stacey and Electro/Max Dillon in online creative. By showing the great characters we place this movie in the larger “Marvel world” of storytelling to broaden it out and make it fit within recent marvel releases.

CONFIDENTIAL – DO NOT DISTRIBUTE  Target Fan-Boys/Girls (hardcore fans) with the “Daily Bugle” online edition on Tumblr. In narrative, this online feature will carry all of the Spider-Man news as it evolves during the campaign.  Target Fan-Boys/Girls by working with your local Marvel/Disney contacts so that all viral/social material can be leveraged across their marketing channels.  For those markets where the angle of Oscorp is important to use as the birthplace of many of the Spider-Man villains, use the Oscorp themed clips and social memes.

Digital Campaign Overview Sliderocket Please visit the link below to view the Digital Campaign Overview for this title. The presentation lists all assets and features for this campaign as well as any available EAGL file names and timing.

Link: http://portal.sliderocket.com/SonyPicturesWorldwideDigitalMarketing/The-Amazing- Spiderman-Intl-Digital-Marketing-Campaign-Overview

Social Media:

Use social media to distribute content and increase word of mouth.

Upload video clips to your local viral video sites and Sony Pictures specific video channel.

Feel free to create your own local pages with social networking and social media sites where users can subscribe, watch the trailer, post comments and see photos from the movie.

The below U.S. Social Media Strategy is to offer examples to consider for local plans.

U.S. Social Media Strategy  Further develop the existing Facebook and Twitter community of Spider-Man fans, broad moviegoers, females and families.  Build a Spider-Man community that can act as marketers for the film.  Reach out to the Spider-Man online fan base to evangelize the film online.

The U.S. Facebook page is listed below. Please adapt/translate it for your local campaigns. If you do not create your own local ones, please “Like,” “Follow” or “Subscribe” to them on your own accounts. Kindly alert us when your pages go live so we may link to them from the U.S. page and drive traffic to your sites.

U.S. Social Media URLs

U.S. Facebook.com Twitter @SpiderManMovie Facebook /theamazingspiderman Handle: Page: U.S. Facebook.com/theamazin U.S. #TheAmazingSpiderMan Facebook gspiderman/info Hashtag: Info Tab YouTube http://www.youtube.com/u Wikipedia http://en.wikipedia.org/wiki/T Channel: ser/SonyPictures URL: he_Amazing_Spider-Man_2

CONFIDENTIAL – DO NOT DISTRIBUTE Info Tab and Credits: Please use the approved wording on the US Info Tab (link below) when filling out the credits on your local Info tab on Facebook.

For legal reasons, it is important that the order and list of names are observed.

To see the official, approved order and list, please visit the U.S. info page. (link below) https://www.facebook.com/theamazingspiderman

International Tab: We are creating a “Global Page” for Spider-Man so please send in your URL’s to Andrea Chen ([email protected]) and she will include you in the platform.

U.S. Google+ Cover Photo: EAGL Source Files: TASM2_INTL_LogoFiles_101113.zip

U.S. Instagram account: http://instagram.com/spidermanmovie#

Tumblr: http://theamazingspidermanblog.com/ EAGL Source Files: All social assets are available in the packages below

Social (Facebook/Twitter/Tumblr/etc..) Assets: TASM2_INTL_SocialAssets_090613.zip TASM2_INTL_SocialAssets_Pkg2_091213.zip TASM2_INTL_SocialAssets_Pkg3_091313.zip TASM2_INTL_SocialAssets_Pkg4_092013.zip TASM2_INTL_SocialAssets_Pkg5_100413.zip TASM2_INTL_SocialAssets_Pkg6_101113.zip TASM2_INTL_SocialGraphics_121213. TASM2_INTL_Facebook_coverphoto_121713.zip

U.S. Custom YouTube Brand Channel: http://www.youtube.com/user/SonyPictures

U.S. Twitter Account:  U.S. Twitter Handle will be: @SpiderManMovie

If you have local studio Twitter accounts (e.g. Twitter.com/SonyPictures), tweet out periodic updates around film content highlights (similar to email campaigns).

CONFIDENTIAL – DO NOT DISTRIBUTE Wikipedia (Collaborative Website): Please create a Wikipedia (or other collaborative website) page if you are able. Link: http://en.wikipedia.org/wiki/The_Amazing_Spider-Man_2

Online Editorial/Publicity: Provide trailers, key art, photos and other marketing materials to local entertainment and fan websites. Offer exclusives to your top online partners to launch the trailer or video clips. • Syndicate trailer and approved clips • Launch exclusive photos on cinema sites • Launch exclusive clips on movie sites • Invite movie/portal/genre sites to local junket/media events

The publicity team will focus on activities and stunts at:  Earth Hour (March 29th, 2014 at 8:30pm Singapore Time) and rolling across the world from there.

Earth Hour Program: Earth Hour is a worldwide organization that sheds light on sustainable practices to make our planet a better place to live.

Co-Promotion: The PR stunt will start on Saturday March 29th, at 8:30PM. Live from Singapore, they will turn off all of the lights for a complete hour, which will kick off the rolling schedule across the globe to observe "Earth Hour". From there every city on the globe will also turn off their lights at 8:30 local time. From the last event over 5,000 cities participated and generated over 30MM dollars worth of media around the topic. This time, we are working with them to insert our Spider-Man movie messaging into their stunt as well.

This will take the shape of:  Cross promotional social media messaging  Talent involvement in PSA's leading up to the event  An Earth Hour hub on Spider-Man.com/.net (much like the global Smurf's Day hub)  Sizzle reel to be distributed for all to use showing the global event  More details to follow as we solidify the plan.

Next Steps: Await final campaign plans from Int'l Publicity & Int'l Digital Teams

When talking to online editorial partners: 1) Highlight the action to drive a sense of excitement. 2) Highlight that it is a 3D event film. 3) Highlight the cast if they are popular in your territory. Do not encourage editorial partners to talk about the casts’ personal lives.

Website: International Splash Page Approach: The international splash page highlights the title and offers the trailer, online games, and links to social media and worldwide release dates. 13

CONFIDENTIAL – DO NOT DISTRIBUTE EAGL Files: TASM2_INTL_TeaserSite_082613.zip

“Electro Arrives/Enemies Unite” Page: http://www.enemiesunite.com/ A “countdown” page has been created allowing the territories to promote any asset (trailer, clips or premiere) that will have great impact on the campaign. This site allows the territories to set the timer to any specific date they wish and has interactive buttons that can launch interactive assets.

EAGL Files: TASM2_INTL_ElectroArrives_site_121013.zip

International Immersive Website: The international immersive site will feature the characters, talent, online games, quizzes and other features.

Full Website Features: • Story • Cast and Crew • Downloads • Videos • Games and Features • Links to social media pages

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EAGL Source Files: TASM2_INTL_EPK_121813.zip

Search Engine Optimization The following is to help search engines (e.g. Google, Yahoo, Bing) find your site.

Please use the following code when translating the site into your language. Also, submit your site to your local search engines.

Website The Amazing Spider-Man 2 - Official Sony Pictures International Movie Site

Meta Tag:

Please translate and add to your local territory and language. Please alter the keywords with ones pertinent to your local territory and language.

Please include your local release date.

Access to asset source files: Go to Sony’s EAGL online tool to download the source files to adapt/translate in your country/territory. http://eagl.spe.sony.com

Splash page: TASM2_INTL_TeaserSite_082613.zip

Title Treatment: TASM2_INTL_LogoFiles_101113.zip

Social Graphics: TASM2_INTL_SocialAssets_090613.zip TASM2_INTL_SocialAssets_Pkg2_091213.zip TASM2_INTL_SocialAssets_Pkg3_091313.zip TASM2_INTL_SocialAssets_Pkg4_092013.zip TASM2_INTL_SocialAssets_Pkg5_100413.zip TASM2_INTL_SocialAssets_Pkg6_101113.zip TASM2_INTL_SocialGraphics_121213. TASM2_INTL_Facebook_coverphoto_121713.zip

Immersive Site: TASM2_INTL_EPK_121813.zip The Daily Bugle Tumblr: TASM2_US_DailyBugle_Tumblr_110113.zip 15

CONFIDENTIAL – DO NOT DISTRIBUTE The Amazing Spider-Man Tumblr: Posts on the tumblr are the same as those on the official Facebook page. Please reference the Social Media slide for file names. Trailer Launch Assets: TASM2_INTL_Billboards_Promos_110613.zip TASM2_INTL_GlobalTrailerLaunch_SonyCom_112113.zip TASM2_INTL_GlobalTrailerLaunch_Crackle_112113.zip TASM2_INTL_GlobalTrailerLaunch_Playstation_1112113.zip TASM2_INTL_GlobalTrailerLaunch_SPTI_112113.zip TASM2_INTL_ActivisionBanner_112113.zip TASM2_INTL_StandardAdUnits_111813.zip AmazingSpiderMan2_Intl_AnnotatedYouTubeCard_111813.zip TASM2_INTL_SocialAssets_090613.zip TASM2_INTL_YouTubeHeader.zip TASM2_INTL_EmailSignatures_111913.zip TASM2_INTL_Email_TrailerLaunch_112113.zip TASM2_INTL_Email_SocialToaster_112113.zip TASM2_INTL_GlobalTrailerLaunch_Youtube_112113.zip TASM2_INTL_GlobalTrailerLaunch_Xperia_112113.zip TASM2_INTL_GlobalTrailerLaunch_SonyMobile_112113.zip TASM2_LatAm_CountdownGraphics_112213.zip TASM2_INTL_TrailerCountdown_112213.zip TASM2_INTL_TrailerAnnouncementGraphic_112413 TASM2_INTL_CountdownGraphics_112713.zip Caught On Camera Game: TBD Spidey Swing Game: TBD Great Powers Games: TBD Kid-Friendly Games: TBD Gif This Feature: TBD

Domain Name Registration (URLs):

To see the Int’l site live, go to: http://www.theamazingspiderman.net

Create a local vanity URL for your country that is easy to remember (www.elsorprendentehombrearana2.com). Use this link if you do not create a local teaser or full site.

The U.S. site URL is: http://www.theamazingspiderman.com/. However, do NOT point to the U.S. site because it uses U.S. assets (e.g. trailer, story, release date).

The Worldwide Release Dates page link is: http://www.theamazingspiderman.com/releasedates/

If you create a teaser or full site, let us know so that we can add your link to this page and drive traffic to your local site.

Please e-mail Melissa Childs ([email protected] ) to get your link updated or added to the page.

CONFIDENTIAL – DO NOT DISTRIBUTE Games/Viral Components:

The Amazing Spider-Man digital campaign will include games/features, which will allow the user to interact with the characters and their environment.

Games/Features: 1. The Digital Daily Bugle 2. Caught On Camera Game 3. Infinite Spidey Swing Game 4. Great Powers Games 5. Kid Friendly Games 6. GIF This Feature

The Digital Daily Bugle

The digital "Daily Bugle" is the online destination for all things Spidey (including GIFs and fun memes). Featured on Tumblr, this site allows fans of all ages to check in and see what new games, features, online posts and other content are available. Weekly updates act as a narrative bridge between The Amazing Spider-Man and the sequel. EAGL Source files: TASM2_US_DailyBugle_Tumblr_110113.zip

Caught On Camera

See how quickly you can react in this fun "twitch" game that puts you in the shoes of a photographer looking to get the killer shot of Spider-Man taking down the bad guys. Share directly to social networks and challenge your friends to see who is the best!

EAGL Source files: February 17th 2014

Infinite Spidey Swing Game Part of the strategy on this edition is to reinvigorate the lapsed fan by showing how much fun Peter Parker is having being The Amazing Spider-Man. This game delivers on that promise by giving the gamer a chance to swing like Spidey across the "canyons" of New York city, just like in the film. EAGL Source files: February 10th 2014

CONFIDENTIAL – DO NOT DISTRIBUTE Great Powers Games A bundle of smaller games that taps into all of the "great powers" that Spidey has at his disposal. Again, reinforcing the wonder and amazement that Peter Parker has for being Spider-Man. Swinging, slinging, crawling and sensing your way to the top of the leader board. These games can be ported into mobile apps. EAGL Source files: February 13th 2014

Kid Friendly Partner Games Electro Match: Players are challenged to connect matching Spidey icons to build up resistance against a pending Electro attack before time runs out on each level

Test Your Spidey Sense: Users are given a glimpse of a photo asset from the film for several seconds. When the asset vanishes, they must answer a series of questions about what they just saw - as many as they can in 15 seconds!

Electro Magnetism: In this simple twitch game that invites players to feel Electro’s powerful force, users must hit the “generator” button as fast as they can to try to generate as much electricity as possible in a given period of time.

Danger Diffuser: Users play as Spider-Man trying to diffuse Electro’s power as it moves dangerously fast through the city power grid. Players would be challenged to follow a sparkly orb of electricity that’s darting about the play area and keep their finger or curser on the orb as much as possible. When the orb is not kept in control, it risks igniting the grid!

International / U.S Launch Date: January 21, 2014 EAGL Source Files Delivery: January 31, 2014

GIF This Feature: A GIF creation feature will be created that allows the user to create motion graphics out of the theatrical trailer. Users will then be allowed to save or share to their favorite social networks. EAGL Source files: February 14th 2014

CONFIDENTIAL – DO NOT DISTRIBUTE Online Media:

The internet is an important component of the media campaign, bringing to life all the characters and allowing the core audience to build character recognition and play with fun, interactive games.

U.S. Tactics: Prioritize major events to build awareness  Surround conversation and amplify content distribution against key marketing dates/events  Build impactful programs with key partnerships to fortify interest o Deliver on 3 core pillars: • Reach: High-reach homepage media, continuous homepage presence, Cross-network promotion, online ticketing solution for urgency • Content: Support partner releases, partner on a buzzworthy program that extends beyond media, create custom content throughout the campaign, support all Spider-Man Marketing initiatives • Social: Create conversation and earned media opportunities, leverage owned social media channels across all platforms  Use editorial and custom programs to elevate Spider-Man to all audiences (game sponsorships, photo galleries, weekly programs, custom articles, etc…) Sample Sites in Consideration:  Entertainment: Yahoo!, YouTube, Facebook, Twitter, Tumblr, Google Search, MTV, BuzzFeed, BET, E! Online  Teens/Kids: Nickelodeon, Marvel, Disney, Addicting Games, Teen Nick  Ticketing: Fandango, Moviefone, Y! Movies, Google/Yahoo! Search

Branding Campaign Flight Date: 4/7 – 5/4 Trailer 1 Support: 12/5 – 12/12 Super Bowl support: 2/2 – 2/9 Trailer 2 Support: 4/4 – 4/11

Goals: Reach: 80% Frequency: 3x

International Media Tactics:

International Media Targets: Fans, Females and Families

 Use entertainment sites and portals to reach females (example sites: Yahoo!, MSN, MTV)  Target families kids sites with custom hubs and strong video campaigns (example sites: Miniclip, Cartoon Network, Nick and Disney)  Reach all target audiences on social networks and video platforms (example sites: YouTube, Facebook, Twitter, Tuenti)

CONFIDENTIAL – DO NOT DISTRIBUTE  Speak to fans in gaming environments and sports (example sites: PS4, Xbox, Yahoo! Sports)

Pan-regional Digital Media Plans: Europe: TBD Latin America: TBD Asia Pacific: TBD

Digital Promotions:

Please work with your local online promotions team to develop local campaigns.

Promotional creative guidelines to help promote the film with online partners: - Highlight the film's title treatment and film release date - Include an opt-in to your local newsletter where applicable - Offer the online games and features if appropriate

Mobile: Text messaging: You are encouraged to create non-premium text messaging campaigns promoting the opening of the film. The trailer can be used within mobile editorial offerings on 3rd party sites.

Mobile Markers: If you use mobile markers, please include them on the website, posters, standees, etc. If you have questions regarding promotional mobile marketing, please contact the digital team. Mobile markers will feature clips from the website.

Mobile EPK: A Mobile EPK site will be available for localization. The look and feel will follow the desktop site, but the design and functionality will be optimized for mobile users.

The Amazing Spider-Man app: The Amazing Spider- Man app will not be updated for this new installment of the film. You can still promote this app if you wish, but a new AR will be created by SEL that will be available for Andriod phones.

Download links:  iOS - https://itunes.apple.com/us/app/the-amazing-spider-man- ar/id518757797?mt=8

 Android https://play.google.com/store/apps/details?id=com.sonypictures.amazingspiderman &feature=search_result#?t=W251bGwsMSwyLDEsImNvbS5zb255cGljdHVyZXMu YW1hemluZ3NwaWRlcm1hbiJd

CONFIDENTIAL – DO NOT DISTRIBUTE *NOTE: The Sony Mobile division is creating a Spider-Man branded mobile app for their Xperia phones that will include augmented reality (AR) functionality. The launch of this new application will be in March 2014.

The below comps are FPO only:

Email:

Add a “Registration” link/button to your sites to collect names and email addresses into your database. Or work with an online partner to promote the film through their email lists.

Consider delivering an email to your list(s) when there are key events like: 1) website launch; 2) game launches; 3) online clips, and most importantly 4) theatrical film release.

Two email templates have been created for your use: TASM2_INTL_EmailSignatures_111913.zip TASM2_INTL_Email_TrailerLaunch_112113.zip

Online Showtimes & Ticketing and In Cinema Programs

Offer the ability to view local theater showtimes and/or the ability to purchase online tickets on your sites and within online ads/widgets.

In Cinema Screening Program: In order to reach fans of the original franchise, we encourage you to work with local exhibitors to host screening programs for the original film. The program would reward fans who ‘check-in’ to the screening to receive exclusive content or prizes such as t-shirts or movie posters.

CONFIDENTIAL – DO NOT DISTRIBUTE Other: Each country is encouraged to use other digital assets such as email and email signatures.

One Sony: Work with your local Sony divisions and sister companies to help leverage the digital marketing assets. For example: Playstation Network: Distribute trailer and video clips Sony Xperia Tablet: Preload movie marketing content Sony Xperia Lounge: Content your local Sony Mobile team to push content through the Xperia Lounge Android app available on Google play: https://play.google.com/store/apps/details?id=com.sonyericsson.xhs&hl=en

Sony Stores: To showcase the trailer and video clips; highlight your vanity URLs Sony Home Entertainment: Bundle in Cloudy assets with similar family genre DVD/Blu-Ray campaigns Sony Pictures Television: Highlight the movie online with similar programmed films Perspectives: Please work with your local home entertainment colleagues to integrate PerSPEctives into your digital campaign.

….and other divisions that are able and willing to promote the movie for you.

Digital Asset Creation and Guidelines: We encourage you to create and share digital assets. Sharing ideas improves the marketing campaigns for everyone.

When developing ideas to be used locally that are beyond what we’ve uploaded to EAGL, please send to us for review. The ideas are reviewed by home office in 3 main areas: 1) Legal: There are contractual agreements that require certain items to be included or removed (e.g. equal likeness issues of having talent listed.) 2) Filmmaker/Talent Requests: If the director, producers, and actors have a certain vision of how the movie must be perceived, these must be taken into account (even if it is not a legal reason). 3) Positioning: The digital assets must fit the overall marketing positioning and strategy of the film.

Therefore, follow these guidelines when submitting your digital creative ideas:

1) Approved images. Only use approved movie photos/images from Publicity, style guide, EAGL, etc. 2) Movie Spider-Man images. Do not use classic (graphic novel) Spider-Man images. Use the Spider-Man images from the current film (which is even different than the first The Amazing Spider-Man).

CONFIDENTIAL – DO NOT DISTRIBUTE

INTERNATIONAL CREATIVE

The international creative advertising campaign for THE AMAZING SPIDERMAN 2 brings a fresh and exciting angle to the Spiderman franchise by focusing on the positioning line “When enemies unite, his greatest battle begins”, which has proven to be an outstanding selling point in all focus groups. As always, Peter Parker/Spidey’s unique humor and his evolving relationship with Gwen help convey that he is a fun and relatable hero for all ages.

In-Theater Banner:

Large: 10’ x 5’3” / Extra Large: 15’ x 8’ A three-piece banner was serviced in December for placement during the high-traffic holiday corridor. A confident and bold Spiderman is shown in the foreground, spreading his arms as if to protect the viewer from the chaos ahead. Rhino, Green Goblin, and Electro are shown facing off against Spidey, with Electro emanating bolts of electricity the clear focal point. “His Greatest Battle Begins” is the only copy except for a release date/”Coming Soon” and URL.

Standee:

Size: 8’ high x 10’3 wide A standee is shipping in February based on the banner art featuring the tagline “When enemies unite / his greatest battle begins.”

CONFIDENTIAL – DO NOT DISTRIBUTE Posters

“Spidey V. Electro” “Upside Down” “Eye” “Face-Off”

Teaser Poster Character Breakout Posters

“Spidey/Lightning” “Electro/Lightning”

(Note: These 2 posters should be used close to each other, not separately) In January, a series of 5 posters was serviced for territories to print and service locally. The four main posters convey a showdown between Spiderman and his most formidable enemy yet, Electro. Each visual pits the two characters against each other from different perspectives, each telegraphing the imminent battle at stake. In addition, a pair of ‘character breakout’ posters was serviced; Spiderman/Lightning and Electro/Lightning. The characters are accompanied by the copylines “His Greatest Battle Begins” and “Enemies Will Unite,” respectively. These two character breakouts posters are only to be used together with each other, never separately. Make sure you include a bold reference to “in 3D” when you print your one-sheets. All these looks have also been provided as vertical bus shelters for outdoor purposes.

Living One-Sheet

We are in the process of finishing a living one-sheet based on the “Spidey v. Electro” look in Times Square.

CONFIDENTIAL – DO NOT DISTRIBUTE Outdoor:

A ‘wrap’ was provided in Jan. for sites requiring a wallpapering effect. Ideally, this should be used in conjunction with other available key art interspersed throughout the wallpapering.

Billboards:

Horizontal looks are being finished for servicing in late January. Where possible they are based on the existing one-sheet looks.

CONFIDENTIAL – DO NOT DISTRIBUTE (Outdoor Cont):

Day / Night Morphing Billboard

“Night and Day” Outdoor Stunt:

We have developed a look that morphs into different key art from day to night (please see Media section for additional details). During the day, the “CLOUDS” key art highlights Spiderman overlooking a cityscape. At night, the art turns into a night scene with Spidey facing off against Electro. The art is light-activated from behind, so that when it is switched on the panel reveals additional elements.

A/V

INTERNATIONAL TRAILER “A Revised” (2:03) The first international trailer will go up in theatres during the key holiday window, premiering with THE HOBBIT in both 2D and 3D, on December 11th. This piece introduces us to a Spiderman who has come a long way from what we saw in the previous film. He is now firmly established as the beloved hero of New York City, effortlessly balancing a life of fighting crime with his often-complex relationship with Gwen. But as Peter soon learns, “if you want to be the hero, you have to pay the price.” Unbeknownst to him, Oscorp has been using his father’s research to unleash three villains upon the city, all with the singular goal of bringing down Spider-man. The trailer culminates in a big, action packed, visual-effects laden montage, following Spiderman as he faces Electro, Green Goblin, and Rhino, in what promises to be his greatest battle yet.

INTERNATIONAL ON-LINE TRAILER “B Revised” (2:26) The second international trailer will premier on-line December 5th, concurrent with the domestic on-line release of the same trailer, and in 2D IMAX theatres with THE HOBBIT. This trailer is a slight expansion of International Trailer A Revised, offering a few more details on the Oscorp conspiracy, and expanding on Harry Osborne’s involvements in the Oscorp efforts to bring down Spider-Man.

CONFIDENTIAL – DO NOT DISTRIBUTE INTERNATIONAL TRAILER “C Revised” (2:26) – 3D The third international trailer will launch in theatres with THE HOBBIT in 3D and on 3D IMAX screens, in select territories. This trailer is a slightly modified version of International Trailer B Revised, swapping out a few key shots for more 3D friendly shots.

INTERNATIONAL TRAILER “D” (2:03)

Providing a nice compliment to Int'l Trailer A, this lighter toned, more family-friendly piece promises both the big action and stunning visual effects fans have come to expect from the Spider-man franchise, while at the same time interjecting key moments of levity, and showcasing Spider-man's trademark sense of humor. The trailer opens with Spider-man swinging through the skyscrapers of New York, fighting bad guys, and declaring, “Do you know what I love most about being Spider-man...everything!” But no matter how big a hero Spider-man becomes, there are always those with more power. After hinting at the presence of Rhino and the Green Goblin, we watch as Spider-man encounters Electro for the first time in Times Square. The trailer then transitions into a big, climactic montage, showcasing the film’s huge 3D visuals and action set pieces, culminating with a jaw-dropping sequence in a power plant where Spider-man deftly avoids Electro’s onslaught. It launches on-line internationally December 14th, and will debut in theaters during the critical Holiday window, on various 2D and 3D family targets.

INTERNATIONAL TRAILER “E” KOREA (:30) A :30 cutdown of International Trailer A Revised (ENEMIES), this trailer was cut specifically for South Korea and went up in theatres during the Christmas holiday window. This shorter trailer maintains the key messaging that Spider-man is facing his greatest battle yet.

INTERNATIONAL TRAILER F – FRANCE (:95) A revised cut of International Trailer D (PLAN); geared specifically for families, this trailer loses some of the more intense or scary shots in PLAN, in favor of more family friendly footage. The trailer copy reads, WHEN ENEMIES UNITE/HIS GREATEST BATTLE BEGINS. This trailer will go up in theatres starting February 5th, with CLOUDY WITH A CHANCE OF MEATBALLS 2, and will play on subsequent family titles in France, over the next two months.

INTERNATIONAL TRAILER G This trailer is in development, and is currently scheduled to debut in theatres on March 26th, with CAPTAIN AMERICA

INTERNATIONAL ON-LINE TRAILER This trailer is currently in development. Release details TBD.

TV ENEMIES/SONY INT’L (2:00) – Based on International Trailer A Revised, this TV spot will premiere exclusively on Sony International Networks, a few days after the worldwide online release of Int’l Trailer A Revised on December 5th.

ENEMIES/DISNEY INT’L (:60) – This spot will premiere on the Disney Channel internationally, December 16th. Based on International Trailer A Revised, this cutdown 27

CONFIDENTIAL – DO NOT DISTRIBUTE maintains the narrative of the longer trailer, while removing a few of the slightly more scary/violent scenes, in order to gain approval for play on the Disney Channel networks.

PLAN/DISNEY INT’L (2:00) – Based on International Trailer D (PLAN), this TV spot premiered exclusively on the Disney Channel family of networks December 14th, concurrent with the International online release of Int’l Trailer D (PLAN) on December 14th. This spot maintains the narrative of the longer trailer, while removing a few of the slightly more scary/violent scenes, in order to gain approval for play on the Disney Channel networks.

PLAN/DISNEY INT’L (:60) – This spot premiered on the Disney Channel family of networks internationally, December 16th. A cutdown of International Trailer D (PLAN), this spot maintains the narrative of the longer trailer, while removing a few of the slightly more scary/violent scenes, in order to gain approval for play on the Disney Channel networks.

PLAN CUTDOWN INT’L (:30) – A :30 cutdown of International Trailer D (PLAN), this spot maintains the core campaign messaging with the copy WHEN ENEMIES UNITE/HIS GREATEST BATTLE BEGINS. It is intended for territories with early TV buys around the Olympics, beginning February 7th.

INTERNATIONAL PUBLICITY

PUBLICITY STRATEGY/GOALS

- Refer to “Rules of The Amazing Spider-Man” to strategically exploit publicity assets, i.e. photography, EPKs, etc. and work closely with editors/producers etc. to ensure the film is correctly positioned editorially for your market - Make sure that the film is prominently featured in 2014 Preview issues - Position the film as the must-see film of for 2014. - Utilize publicity assets to showcase various facets of the film’s four quadrant & multi- dimensional appeal: action/romance/story, etc. highlighting relevant themes appropriate for your market. - Aim for breakout campaigns along a broad spectrum of subjects: Style / Fitness / Travel / Photography / Automotive / Environmental / Parenting & Family, Genre, etc.

SCREENING STRATEGY

Screening dates: TBC but most likely screenings for press may take place after the US junket date of April 6th. Select screenings for junket press / tour cities will be approved on a case- by-case basis with strict embargoes. All press screenings should be in line with security policy advised by Ann-Elizabeth Crotty.

Premieres – NO premieres prior to World Premiere on April 7th.

CONFIDENTIAL – DO NOT DISTRIBUTE Reviews: - for non tour markets, no reviews prior to TBC – likely April 8th – date will be confirmed under separate cover. - talent tour markets: local reviews may break in line with your talent premiere, or timed for your local release, but not prior to TBC – likely April 8th – date will be confirmed under separate cover.

INTERNATIONAL PUBLICITY ACTIVITIES

Set Visits

 June 2013 – a select number of press were on location in New York for set visit access to the film. Interviews were conducted with Andrew Garfield, Emma Stone, Jamie Foxx, director Marc Webb, and Producers Avi Arad & Matt Tolmach.

Junket Activity

 Amazing Summit Long-lead junket in Los Angeles Nov 15-17 with Marc Webb, Avi Arad, Matt Tolmach, Andrew Garfield, Emma Stone, Jamie Foxx and access to Stan Lee, Hans Zimmer, Pharrell Williams, as well as Stunt coordinator James Armstrong, stuntman William Spencer, and trainer Armando Alarcon.  VFX – we may have access to the VFX team in Feb for post opening print interviews. Stay tuned for more information.  An Asian junket in Singapore will be held on March 28/29. Andrew Garfield, Emma Stone, Jamie Foxx, director Marc Webb, and producers Avi Arad & Matt Tolmach to participate.

Tour

 A European press & premiere tour will be held April 9-18th with Andrew Garfield, Emma Stone, Jamie Foxx, Dane DeHaan director Marc Webb, and producers Avi Arad & Matt Tolmach.  An international junket day will take place on Saturday, April 12th in Paris, with the above talent participating.

Premieres

 Premieres – NO premieres prior to World Premiere on April 7th.  Consider premieres “for the people”: have celebrities bring fans with them; open invitation list to “regular” fans through competitions/ media promotions. Consider premieres outside of city centers. * Press coverage still remains the main goal, and the out-of-the-box element should not come at the expense of coverage.

MATERIALS

Written Materials:  Preliminary synopsis available December 2014.

CONFIDENTIAL – DO NOT DISTRIBUTE  Interviews have been completed with the following, for print generics: Andrew Garfield, Emma Stone, Jamie Foxx, Marc Webb, producers Matt Tolmach & Avi Arad, composer & collaborator Hans Zimmer & Pharrell Williams, and the stunt team, production designer & costume designer. Stan Lee generic is anticipated to be serviced first week of February.  Production notes to be serviced – date tbc/March 2014.

Photography:  Currently, 50 unit shots are available on the publicity site.  Additionally there are 23 photos from the Amazing summit that have been posted and available for use.

 Special photo shoots with Emma Stone, Jamie Foxx, Marc Webb, Hans Zimmer, Matt Tolmach, Avi Arad, and trainer Armando Alarcan respectively have all been posted to the publicity site.

 Special photo shoot with Andrew Garfield took pace on January 24th, and we anticipate delivery of photos by first week of February.

 Ad shoot looks of Spidey/Peter & Gwen are currently being approved & retouched for publicity use.

Electronic Materials – uploaded to publicity sites/epk.tv/summer of sony etc:  Amazing Summit press conference soundbites: - General sound bites uploaded first week of December. - Exclusive soundbites for Summit press only uploaded by first week of December.  A satellite trailer launch – December 5th  Generic interviews with talent will be ready for delivery by early 2014 – date tbc  Video blogs will be ready for distribution by approx February 10: a selection of featurettes (ranging from 1.30 to 2.00 mins each) will roll out on a weekly basis. Subjects are: Who is Peter? Who is Gwen? Who is Max? Caught in Marc’s Webb, Costume Design, Production Design and Scoring Spidey.  EPK to be serviced on - date TBC March 30th.  Clips & TV special details are to be advised (mid/late March)

EARTH HOUR / SUSTAINABILITY

 Exciting news on the Spider-Man front ... Spider-Man is the first SUPERHERO AMBASSADOR to Earth Hour, for their March 29 “lights out” event! Per separate correspondence, Spider-Man will be at the core of a big launch event in Singapore, and we will count on you to weave our superhero into local Earth Hour events as well. In addition to the priceless news coverage, use the association with Earth Hour to fulfill breakout campaigns to promote the film in the science & environment editorial categories.  In a nutshell, Earth Hour is a non-profit environmental organization founded by WWF. As a publicity stunt, every year toward the end of March iconic monuments around the 30

CONFIDENTIAL – DO NOT DISTRIBUTE world, and untold members of the public, shut off their [non essential] lights for one hour on March 29. This action historically receives national news coverage across the world and is perfectly timed for our April releases.  Greenest Blockbuster film. Throughout pre-production and principal photography, The Amazing Spider-Man 2 focused on environmental best practices on set and leading sustainability communications to be the greenest/most eco-friendly blockbuster feature film in the history of the studio. More information and fun facts on that topic will be serviced separately to enable you to place stories.

EDITORIAL IDEAS / PUBLICITY STUNTS

 Utilize the Amazing theme ie: Be Amazing.  Also – With Great Power Comes Great Responsibility – suggest using this topic for editorial features on local heroes.  Find real every-day heroes, and pitch features in local press outlets with comparisons to Spider-man’s heroic persona.  Encourage photographers to be creative with Spider-man themed photos for “Peter Parker” competitions/placement in local newspapers/magazines/ or library exhibits.  Incorporate climbing competitions: indoor climbing walls could be promoted to find local “spider-man” agile climbers  Work with local art galleries/shopping malls/theaters to exhibit Spider-Man web art competitions co-hosted by radio programs or websites: painting, drawing, mixed media formats etc – any form of art that depicts Spider-man  Work with local designers to create Spider-man inspired fashion for a local celebrity to wear, or promote, or set up themed fashion shows. Work with retail stores to create Spider-Man themed window displays:

CONFIDENTIAL – DO NOT DISTRIBUTE  Create tie-ins with spider/insect exhibits with local museums, zoos, etc. ie: adopt a spider.  Demonstrate how to make a real-life web or web slinger on science/nature/kids’ shows  Tie in with local street artists or acrobats for competitions or performance displays. Parkour running and skate boarding are inspirations for many of Peter Parker & Spider-man’s stunts in the film.  Take over a famous local landmark with a web or other ASM theme.  Radio take over – with Spider-Man sound track/score music (see music category below).  Partner with local online outlet (or print or TV with an online component) for an ASM “take-over” (ie, Spider-Man themed masthead, articles, links, character icons)  New Year’s Eve – inspiration: The US team are making Spider-Man the “Official Hero of Times Square New Year’s Eve”. Spider-man will join Mayor Bloomberg for the ball lighting & countdown to midnight – trailers will play on the electronic billboards, and talent greetings will run.

MISCELLANEOUS

Music:  Oscar®- and Grammy-winning composer Hans Zimmer will collaborate with Pharrell Williams, Johnny Marr, Michael Einziger, and Dave Stewart to create the musical score. Additonally, Hans Zimmer has advised that trumpet legend Arturo Sandoval has been contributing to the score – emphasizing the scope of the soundtrack as something very unique – which should open up editorial options beyond music media to wider mainstream outlets. * Please refer to the press release serviced on November 7 for further reference.

Promotional Items - please note UPDATED instructions: A. REQUIREMENTS: All Publicity Giveaways should contain the following three elements:

1. Movie Logo: Please only use approved movie logos from the Style Guide. High resolution versions can be found in the Style Guide. The TM symbol should be placed next to the 2 as follows: The Amazing Spider‐ Man 2TM

For those markets using the alternate title, the TM symbol should be placed as follows: The Amazing Spider‐ Man 2 TM Rise of Electro

2. Legal Line: a. Full Line: Spider‐ Man and related characters and elements ™ & ©2014 Marvel Characters, Inc. The Amazing Spider‐ Man 2, the Movie ©2014 Columbia Pictures Industries, Inc. All Rights Reserved. b. With Space Limitations: Spider‐ Man and related characters and elements ™ & ©2014 Marvel Characters, Inc. The Amazing Spider‐ Man 2, the Movie ©2014 CPII. All Rights Reserved. c. With Severe Space Limitations: ™ & ©2014 Marvel. ©2014 CPII. 32

CONFIDENTIAL – DO NOT DISTRIBUTE

3. Call to Action: “Only in Cinemas” (omitted solely on a case‐ by‐ case basis due to extremely limited space)

B. ARTWORK: Please only use approved artwork from the Style Guide. High resolution versions are available in the Style guide.

C. RESTRICTED CATEGORIES: The following items may not be produced as Publicity Giveaways:  No action figures over 4” in height and not more than 3 points of articulation  No buildable figures or block sets  No boys’ pajamas, bedding or footwear. However, baseball caps, t‐ shirts and other apparel premiums are okay if they include the 3 required elements above.  No structured backpacks  No items (wearable or non‐ wearable) that replicate equipment or weapons, or replicate key powers of Spider‐ Man or supervillain characters (eg. Green Goblin Pumpkin Bombs)  No wearable accessories that replicate key aspects of the costume of Spider‐ Man or supervillain characters (eg. fabric or plastic masks and Lizard‐ tails), except for the following which are okay: 1. paper masks and non‐ mask glasses 2. webshooters (wearable or non‐ wearable) solely with a flashlight (no sound and matter being shot or projected [eg. water, silly string, etc.]) and not based on a design where the activation of the flashlight imitates Spider‐ Man’s iconic web shooting action (ie. using middle fingers to activate the webshooter).

APPROVAL PROCESS: All concepts and layouts for Publicity Giveaways must be submitted to the Home Office for approval. Please allow two weeks for approval. Please indicate how this item will be used and how many units will be produced.

Additional Opportunities:  Filmmakers – producers Avi Arad & Matt Tolmach are available for phone interviews  Crew - the following crew members have international heritage. Please advise if there is any interest for telephone interviews or access. o Bea Sequeira – Associate Producer (Spain) o Pietro Scalia - Editor (Italy/Switzerland) o Andy Armstrong – Stunt Coordinator (UK)

INTERNATIONAL MEDIA

Target Audience Primary Target: People 12-54 Secondary Target: Kids 6-12, slight boy skew Families Tertiary Target Tweens/Teens

CONFIDENTIAL – DO NOT DISTRIBUTE Positioning Position The Amazing Spider-Man 2 as one of the absolute first must-see event films of 2014. ASM2 is a full-fledged four quadrant title and will truly appeal to every segment of the movie-going public. Schedules will include a combination of broad-based, premium TV programs and events, including; December Disney Holiday :60’s, New Year’s Day units and the Sochi Olympics (where it makes sense), kick-off roadblocks, along with niche, more targeted shows to ensure all bases being covered. Disney affords ASM2 a very unique new opportunity to really explode into the market.

Heavy outdoor will be key as we telegraph to the world that Spidey is back and his “greatest battle begins”. Supplemental call to action radio and STRONG digital weight with purposeful page dominant press, mainly free press eg: Metro and 20 minutes, all scheduled to explode on top of release, will support HEAVY TV and Outdoor campaigns.

Planning Strategy Heavy TV schedules featuring broad-based units, purposeful layering of multiple outlets and dayparts will be necessary in every market. Also, given the iconic nature of the Spider-Man franchise, in most markets, the introduction to Electro as a principle player, outdoor will be critical. We need to walk the fine line of QUALITY and QUANTITY, booking heavyweight highly rated programs, and at the same time, building strong levels of frequency to assure audiences that there is a reason for them to continue loving Spider-Man the way they always have. With awareness already high though, generating heat and definite interest become our primary goals with every paid media unit poised to deliver optimum efficiency and impact.

Campaign Sequence

Opportunistic/Event Phase  Seek out high impact :60s for key event programming, i.e. Christmas :60’s (H.O. negotiating with Disney and Sony Channel); New Years Day family event programs, The Winter Olympics, Futbol matches, concerts (eg: San Remo), broad-based Local Reality series, season finales.  Negotiate Olympic spots using our (2) :30 spots that work in tandem. The first one ends in a cliffhanger. The second one picks up where the first one leaves off. Ideally spots would run in consecutive breaks in order for the concept to push through. Look to high rated events such as the Opening/Closing Ceremony and popular sports to take advantage of maximum reach.  Customize creative execution to maximize impact per site specs, taking into consideration: size, scale dimension, light, scope and location.  Consider above and below ground station domination to take advantage of the heavy travel period around February School Holidays and Easter in markets where it makes sense. Clearly early “pops” need to be tight and highly impactful as to not compromise launch budgets.

CONFIDENTIAL – DO NOT DISTRIBUTE Germany Building Side

Russia Wrapped Bus Shelter

France “stunt” Column

Main Phase  Campaign will begin with premium heavyweight TV activity concentrated +/- 2 weeks out from Easter/mid April releases.

CONFIDENTIAL – DO NOT DISTRIBUTE  Take care to broaden reach deep into suburbs and provinces, making certain the message reaches all segments – not just AB as expanding reach translates to bigger box office.  Rely heavily on a strong digital voice integrating all paid efforts wherever and whenever possible.  Fold in all support media, a.k.a. media promotions, pan-regional, online, print, viral, and grassroots for maximum noise concentrated very tight on top of opening.  Try to negotiate maximum added value at every turn – placing a 2 min piece, channel id’s, promotional stunts, tie-in’s, in program lower 3rds – as always, all content to be approved by Home Office

Detailed Strategy by Medium

Television - Launch Premium, grade A programming will be the core of each territory’s campaign. Where possible the longer length units should make up at least 50% of the buy even in markets where we “don’t normally” afford these kinds of longer-length units. Event programming, finales, kick-off :60’s and stunts (i.e. road-blocking :60’s/:30's) should be considered for maximum reach, coverage and impact.

Quality and longer-length units are particularly necessary given the need to “re-energize” Spider-Man fans. We need the relatively longer spot lengths to tell audiences that ASM2 is a top quality adventure with all the elements of a MARVEL tent-pole. We also need to communicate that ASM2 is NOT a re-telling of Spiderman 2. The quality of the material and exposure to Electro will invariably do that, however we need to log the airtime and show we’ve got the goods. More exposure with our film will win over audiences, who are looking for big action and special effects from our hero, and that we are in 3D for markets where that is a selling point. Be bold! Don’t automatically react negatively should point levels feel lighter than what you would instinctively schedule on a tent pole title. Wisely placed and heavily concentrated terrestrial schedules will anchor and secure campaigns.

Layer in frequency and demographic segmentation during more affordable dayparts against women, teens, tweens and men in early morning, fringe, late night, and also via cable satellite. Be sure to include a targeted buy against kids 6-12, as well as a strong digital component, i.e.; Disney, Nick, Cartoon Network and local/regional kids websites.

Our kids effort will be especially powerful for ASM2, given our partnership with Disney which affords us a particularly unique and extraordinary opportunity for ASM2. Our seemingly unlimited access to all Disney and Marvel outlets will provide unprecedented opportunities to reach the kids/family demo. With our TV, radio and magazine schedules ALL free of charge (in Latin Am and Europe – still working on South East Asia), we will assure ASM2 has the highest reach of any four quadrant Disney/Marvel title period. As it relates to Disney Channels, we are in very close and detailed conversations with the Central Teams in Europe, Latin America and South East Asia. As many of you know, Australia, India, Japan, China/Taiwan/Hong Kong and Korea are more separate and require individualized local discussions. We have included the detailed timeline as an attachment – this is a duplicate of what you’ve already been sent so you have it in hand with the overall media strategy. More details are provided below in the pan-regional strategy. 36

CONFIDENTIAL – DO NOT DISTRIBUTE

Our deals with Cartoon Network, Nickelodeon and MTV will remain intact and will ensure a solid channel presence on each with heavy customized channel id’s.

We are working here with our TV colleagues to find the right execution for the inevitable airings of the previous Spider-Man titles. The marriage of the two “looks” must be handled thoughtfully given the fact that the feature film worlds are so different. More information regarding the execution will be forthcoming from Home Office and your local TV sister counterparts.

As we approach release, rely on shorter lengths (:15’s/:10’s) just days before release, pushing audiences into theaters for record-breaking weekend numbers. Otherwise shorter lengths should be avoided, so we give audiences a chance to experience and get excited about what is fresh about The Amazing Spider-Man 2 and his adventures with the current band of Oscorp villains.

Television - Sustain Given all the available assets promotionally and through Disney, etc, sustain campaigns will run 1-2 weeks maximum. Remain selective and choose high-profile rich programming or solid digital, and/or radio to maintain “heat”, “infrequent movie-goer attendance” and/or “repeat business”.

Online In general, Digital will be a crucial component of the campaign, given the genre and target audience. Identify viral environments that are conducive to stimulating word-of-mouth with particular emphasis on sites within social networking and targeted sports/gaming categories, paying special attention to pre-World Cup activities and Futbol in general.

Refer to separate detailed online strategy for further information.

Outdoor For many markets, outdoor can be the principal trigger for introducing event titles and declaring their “unmissable” status. Also in many markets, the launch of the outdoor campaign will be early spring, a time when people are outside and in the city centers. Investigate all formats, particularly event spaces.

Digital outdoor will work especially well and Ignacio’s team is in development with a very compelling “living one sheet” featuring Electro. In addition, we are producing a unique day/night creative to run in already built Lightbox locations. International has an advantage over the US due to existing technology and networks. This effort can be a very efficient and effective way to set ourselves apart. Please sync up with Ignacio’s group on creative needs so we are sure to obtain the highest level of impact.

There will be rich deep innovative choices for outdoor opportunities. Be sure to check in with Home Office should you identify a location that is unique and will need customized attention. Consider universities and malls as a destination for young adults and families/women respectively. We will have fun/stunty elevator door creative to compliment activity at the malls or on transit doors. 37

CONFIDENTIAL – DO NOT DISTRIBUTE Radio A strong, cost-efficient supplemental medium for this title, particularly given the unprecedented awareness of the SPIDER-MAN franchise. Radio is also a strong vehicle for reaching the younger 15+ segment, especially on the more teen-based/young adult targeted stations.

Schedules should be tight, high frequency (12-15 spots per day/per station) and limited only to +/- 3 days prior to opening day and/or opening weekend. The objective is to announce the date of arrival and pull moviegoers from their lives into theaters. This schedule sells the date and the weekend, not the story. Promotional radio can kick-off radio campaigns either one or two weeks earlier with media tie-ins.

Where affordable, radio is an effective sustain tool, once again creating urgency around a weekend movie-going period, especially with the competition focusing so heavily on television through that period.

Newspaper Press ads should be page dominant and scheduled before, on and around opening, but limited to key days for maximum impact. Ad sizes should not be compromised for frequency, given the necessity to allocate more money to television to afford rich programming and longer lengths. Press plans should include 2 weeks sustain support given the heavy traffic of event titles coming into the market during our post-release period. Consider color, unconventional sizes and/or 2-page spreads for additional impact, but again, only on key days in key papers. Again, we do not want to over-allocate to press when premium TV and long-length TV are key components to the overall sell. Use press efficiently where press still matters in your markets, but mainly as a call to action versus a core selling/reach component.

Magazines Paid ads should be severely limited or intensely targeted given the relatively long shelf life of magazines. However, street magazines (i.e., Metro and other local free press/commuter papers), can be an important source to moviegoers for reviews and directory purposes, particularly if we garner positive reviews. We are working with Disney to get access to important local or regional titles, eg: Donald Duck, etc...

Ultimately publicity breaks will establish much more effective in-roads. Any paid ads should attempt to tie in a promotional element or a bridge to online activity.

Pan-Regional Pan-Regional activity will play an important role in the overall campaign by reaching a broad audience, including kids and their parents, through cable/satellite. Beyond paid media campaigns, we are looking for opportunities to include:  trailer launches  short clips and/or scenes  tune-in units  channel IDs  lower thirds, screen crawlers, bugs  theme nights/days  programming sponsorships

CONFIDENTIAL – DO NOT DISTRIBUTE Specific network offerings to note:

Sony TV Channels: We have a great and important partnership planed with the Sony networks. We will have robust campaigns with multiple added value opportunities; trailer launch in early December. With launch activity including; sneak peeks/first looks, channel IDs, making of movie specials.

Disney: On both the regional level and local level Disney will be an indispensable partner for our release. TV Plans across Europe, South East Asia & Latin America began in early December with a family friendly trailer launch, December Holiday :60 TV spots.

February: “First Look” - We are finalizing February school holiday activity using 2:00 “Who Is Peter Parker” vignette. Placement is anticipated week of Feb. 16 or Feb. 23. We are expecting this piece to run both on-air and online across the Disney platforms.

March: TV: “Featurette” Currently in negotiations for placement of 2:00 ASM2 featurette currently in development. We anticipate placement approximately March 8/9

Print: We are working with Disney to get access to important local or regional titles, eg: Donald Duck, Disney Jr. etc.., using our distinctive creative looks

April: “Sneak Peek” Currently in negotiations for placement of 2:00 scene/sneak peek April 5/6 across Disney channels. Activity will also include countdown tune-in units +/- 4 days prior to April 5/6 airing.

Print: We have secured placement in Marvel Comics April issue in select markets. Currently in negations for additional Disney magazine placements, e.g. Donald Duck, Marvel’s Super Heroes

Launch Plans: Robust media schedules currently in negotiations. Depending on release dates, TV spot schedules to begin +/- March 23/24 running through opening weekend. Beyond TV spot campaigns, planned activity will include channel IDs programming sponsorships along with On-line activity.

MTV - Custom channel ID’s integrating our assets with the MTV characters and logo, Sneak Peeks/First Looks

NICKELODEON – Custom channel ID’s, sneak peeks/First Looks, programming blocks

CARTOON NETWORK – Custom channel ID’s,

A full list of the supporting networks being considered is:

Broad Target Including Moms, Dads, Families & Young Adults  Asia: AXN, Animax, Discovery Channel, MTV, STAR 39

CONFIDENTIAL – DO NOT DISTRIBUTE  Europe: AXN, Discovery Channel, MTV, SET  Latin America: AXN, Animax, Discovery Channel, ESPN, MTV, Radio Disney, SET, TNT, Warner Channel  Kids & Parents  Asia: Cartoon Network, Disney Channel, Nickelodeon  Europe: Cartoon Network, Disney Channel, Disney XD, Nickelodeon  Latin America: Cartoon Network, Discovery Kids, Disney Channel, Disney XD, Nickelodeon

The commuter paper, Metro, is being considered across all regions where available. We are considering a cutout ad for creative impact placed in the movie listings section where possible

INTERNATIONAL PROMOTIONS

AVAILABLE SALES MATERIALS  Pitch Materials: o Pitch Deck o Online Promotional Style Guide o Promotional Toolkit o Promotional Concepts o Key Art Teaser One Sheet (Available in December 2013) o Prize Packages o Premium Catalog o Category Restrictions o Entertainment Weekly Comic Con article o The Amazing Spider-Man Wrap Report o The Amazing Spider-Man Box Office Figures  A/V Materials: o Teaser Trailer (Available in December 2013) o Sizzle Piece . Features a recap of the critical and box office success of the first film, while depicting the immense fan hype for this epic franchise, and introducing the iconic characters debuting in the latest installment. o Comic Con Footage (Available by Request Only) . 4 minutes of footage which was presented at Comic Con 2012 o “Fun” Sizzle (Available by Request Only) . Showcases the lighter and more playful side of The Amazing Spider-Man 2. It also reinforces that the film was made for everyone and spotlights the new villain, Electro. OVERVIEW: Objectives:  Broaden the audience o Speak directly to families o Maintain the cool factor for teens o Target females  Position the film as more light-hearted, fun and family friendly than The Amazing Spider-Man 40

CONFIDENTIAL – DO NOT DISTRIBUTE Strategy:  Capitalize on the success on The Amazing Spider-Man by going after bigger and better partners than the first film with more marketing support.  Secure returning partners from The Amazing Spider-Man and work to increase program scope/ size.  Pursue new and unique brands that have an organic fit for this new story (power, electricity, etc).  Focus conversations on category leaders that can provide ATL commitments.  Pursue QSR campaign targeting adults (i.e. themed bucket/drink cup, etc.) in addition to any kid-targeted premium offer (in cases where McDonald’s program is not activating in your market).  Collaborate with Disney Consumer Products to ensure retailer support of the movie

Thought Starters: Key Promotional Categories:  Automotive (Electric cars in particular)  Adhesives  Batteries  Carbonated Beverages  Chocolate and Confectionary/Gum  Financial  Light Bulbs  Petrol  Power/Electrical companies  QSR  Salty snacks  Telephone Service Providers  Travel  Watches  Water

Restricted Categories: Promotions are prohibited in the following categories:  Packaged food (cereal, cookies, crackers, pasta, noodles, soup) o Salty snacks are OK  Baked goods (pastries, breads)  Juices, milk-based beverages and instant beverages (tea bags, mixes and instant coffee) o Carbonated Soft Drinks including fruit flavored soft drinks (Pepsi , Coca- Cola, Orangina) and non-carbonated beverages (water, sports drinks) are OK  Dairy (milk, ice cream, yogurt, milk modifiers, cheese)  Dessert toppings, condiments, frosting, honey, jams, jellies, peanut butter, marshmallows, syrups, spreads, syrup  Fruit including fruit snacks  Breakfast meats, canned meat, dinner sausage, frozen foods, luncheon meats

CONFIDENTIAL – DO NOT DISTRIBUTE  Alcohol, tobacco, firearms [all weapons, other than toy weapons], sexually- oriented products, pharmaceuticals, personal hygiene, intimate apparel, lotteries and/or gambling. Other categories, such as personal care and shopping malls, may not be officially restricted but will require Marvel approval, so these must be approved in advance. Please consider this when pitching.

Promotions Tool Kit A promotions tool kit was serviced in November 2013 to assist in the development of third party promotional programs. It features promotional concepts for Adhesive, Power Company, Confectionary/Gum and Apparel Retail partners to help inspire you in your pitching efforts to these categories. It also consists of creative material guidelines including promo art options, the correct placement of the URL, legal line and suggestions on where to place the partner messaging, etc. Please provide these guidelines to your brand partners to as tools to help guide them on the creation of artwork for your promotions.

Themes:  Heroic o Draw parallels between Spider-Man’s heroic attributes with the partner’s product saving the day, discover the hero in you, or being “Amazing”  Time o Spider-Man saves Electro in the nick of time in the film, and is often juggling his personal life to find time to be Spider-Man o Partner with a watch brand (please note Tag Heuer has prominent placement in the film) or personal organizer type products which help consumers “find the time to save the world” or be a “hero on the go” o Delivery services (food, shipping, etc) could leverage the tagline, “When every second counts”  Electricity/Power o Pitch partners that use the power or energy or allow the consumer to “power up” o Position Electro as key element of campaign as he uses power to regenerate with taglines such as “Don’t waste electricity like Electro”  Cool & Iconic o Utilize iconic spidey symbols in creative- web background, spidey symbols o Pursue brands which position their brand as unique, cool and iconic to draw a clear connection with Spidey’s persona  Web Slinger Partners can leverage spidey’s web slinging ability in creative execution (webs could drape over product, partner mascot could be shown swinging on-pack and/or in TV spots) or in copy (Swing into KFC to get a The Amazing Spider-Man 2 bucket meal deal)  Wall-Crawling o Partner’s mascot or product could be shown climbing or scaling walls

Sweepstakes Ideas:  Take pictures that could be featured in the Daily Bugle! Enter to win a photography class or professional camera equipment. 42

CONFIDENTIAL – DO NOT DISTRIBUTE  Get fit so you save the day like Spidey! Enter to win a year’s gym membership.  Enter to win a trip to New York City to explore Spider-Man’s hometown.  Enter to win a The Amazing Spider-Man 2 prize pack of premiums and licensed product!  Enter to win a hero’s bundle of the latest Sony Electronics gadgets.

Prize Packages: For more detailed information on our The Amazing Spider-Man 2 prize packages, please contact Ashley Varner.  Electro Life in NYC o Adult targeted package; good fit for automotive, financial, and petrol partners  Winners will experience Electro’s New York City nightlife with dinner and electric blue cocktails at the cities highest rooftop lounge, spa treatments in blue thermal pools, and a helicopter tour of the NYC skyline.  Live Like Spider-Man! o Male targeted package; good fit for technology, salty snacks, and men’s personal care partners o Experience NYC through Peter Parker’s lens with this private photography tour throughout the city. Winners will learn how to snap photos of New York’s most famous buildings from unique perspectives and then participate in a parkour class where they will learn to scale the city like Spidey himself.  Experience Science Like Spider-Man o Family targeted package; good fit for family-focused partners o In this family experience, winners will learn more about the fascinating world of science with a private after hour tour and first hand encounter with spiders and glow-in-the-dark scorpions. After exploring the exhibitions, winners will enjoy a 3D film in the museum’s IMAX theater in their very own sleeping bags.  Epic Spider-Man Adventure in New York o All audiences; good fit for chocolate/confectionary, battery, and travel partners o Sharpen your Spidey skills with a private training class where winners will learn stunts, martial arts, parkour, and acrobatics just like Spider- Man. Once they’ve mastered their skills, they will head to Times Square to practice their moves in the center of New York’s Times Square.  To order the “Electro Life in NYC,” “Live Like Spider-Man” and “Experience Science like Spider-Man” prize packages, please contact Kate Appleton at IMS Limited directly at [email protected]  To order the “Epic Spider-Man Adventure in New York” prize package, please contact Victoria Brewer at Element directly at [email protected]

Costume Character Appearances:  Marvel Character Appearances are updating their Spider-Man rental costumes to reflect the new suit from The Amazing Spider-Man 2. Home Office will provide an image of the updated prototype of the costume by request by the beginning of February.

CONFIDENTIAL – DO NOT DISTRIBUTE  Please contact Judy Jan at Marvel Character Appearance Program Company directly at ([email protected]) for all requests for Spider-Man live appearances. She can provide pricing for rentals, arrange for the costume to ship to your market, manage handlers/talent and bill your office/partner directly.

Premium Catalog:  The premium catalog is available at www.sonypremiums.com where you can view and order premiums directly.  For any specific enquiries regarding quantities, pricing, co-branding, localized language or difficulties using the site please contact by email sonyteam@rdp- creative.com or call +44 207 2874100.  Please contact Beth Barba at RDP Creative ([email protected]) for more information. Premium Restrictions:  Okay to do action figure premiums if they are 4” in height or smaller with no more than 3 points of articulation  No masks unless they are made of paper or cardboard  No webshooter premiums unless their sole function is to project light and they can’t be worn around the wrist  No premiums that shoot water, silly string or any other materials except for squirt guns  No wearable accessories that replicate key aspects of the Spider-Man costume or super villain characters  No items (wearable or non-wearable) that replicate equipment or weapons, or replicate key powers of Spider-Man or super villain characters except for novelty items (premiums which are reduced in scale from the top of the line toy sold by Marvel’s master toy licensee)  No Boys Pajamas, Bedding and Footwear (except partners can produce T- shirts, Baseball Caps and other apparel items if they contain a prominent third party logo on them)  No Structured back-packs

CREATIVE GUIDELINES: International Key Art Several different looks of the key art are posted to the online promotions style guide under the Phase 1/Key Art Section. One or more of these key art looks should now be the core visual for all your creative campaigns. Please direct all your third party partners to download the key art directly from the online promotions style guide as these pieces have been cleared for promotional use and modified slightly from the artwork posted on EAGL (for example, the Chrysler and other iconic buildings were blurred out due to legal clearances). The title treatment and in-cinema message should be localized accordingly.

CONFIDENTIAL – DO NOT DISTRIBUTE

Promotional Online Style Guide The online style guide can be used in the creation of film premiums. However, please note that it is critical that the creative conveys to consumers that this is a live action film. Characters should always be shown in realistic environments (such as with building or skyline background) rather than stylized backgrounds.

TV Spots/Trailers o Third Party Brand Promotions: TV spot and trailer footage may be used for third party brand co-promotions. However, talent restrictions are still being negotiated so all creative must still be approved by Home Office. Please note, the music from these spots cannot be used in third party spots and all countries will be required to source music locally. o You cannot use the following footage from approved TV spots and trailers: music, extras, stunt footage, aerial shots or side views where iconic buildings such as the Empire State Building, Chrysler building, etc are clearly visible. Home Office can help identify shots that may be objectionable.

Media Promotions Template A media promotions template will be provided at a later date to assist in the development of creative materials for media promotions including Print, TV and Radio examples.

Co-Promotions Copyright Line  Full Line: Spider-Man and related characters and elements: TM & ©2014 Marvel. The Amazing Spider-Man 2, the Movie ©2014 Columbia Pictures Industries, Inc. All Rights Reserved.  With space limitations: Spider-Man and related characters and elements: TM & ©2014 Marvel. The Amazing Spider-Man 2, the Movie ©2014 CPII. All Rights Reserved.  With severe space limitations: ™ & © 2014 Marvel. ©2014 CPII. All Rights Reserved. SUBMISSION GUIDELINES: Third-Party Brand Promotions:  A complete deal memo form must be submitted to home office for any proposed The Amazing Spider-Man 2 third party promotion. Please include all information in the deal memo form. o Allow 5-10 days for approval. It is deemed not approved without approval in writing from home office. 45

CONFIDENTIAL – DO NOT DISTRIBUTE o Once you have received approval on the deal memo, you may proceed with creating marketing materials  Partners may NOT imply a talent endorsement of any kind. The Amazing Spider-Man 2 characters may not be seen eating, drinking, holding, or endorsing any product or merchandise.  Please use the following checklist when submitting any creative for approval and review the promotions tool kit for specific examples that illustrate the following guidelines:  Include the local title treatment prominently on all creative materials  Ensure a TM symbol is placed after the number “2” in the title treatment. See example of the TM placement in the following English title treatment.

 Include the in-cinema message on all creative materials  When used in text/copy, please italicize or bold the title of the movie (i.e., The Amazing Spider-Man 2 or The Amazing Spider-Man 2).  Add one of the two legal lines at the bottom of the creative  Remove all logos and billing block from key art  Use only the approved synopsis when describing the film  Use only style guide art or the final international one-sheet look  Make sure that an English translation of all creative materials is accompanying the creative  When sending creative layouts: please be sure to indicate each item’s purpose in the file name  Please review creative materials before sending to home office and include your comments when sending as to changes that need to be made  Legally, all creative materials (i.e. every single piece of creative) must be submitted through Media Box for approval by SPE home office. Comments on creative materials will be provided within 5- 10 business days.  Please make sure Home Office has hi-res art and AV (link to download broadcast quality version) for all your third party brand partner’s creative no later than two weeks before release so that it may be shared with filmmakers and senior executives.

Media Promotions:  The local office can approve all media deal memos and media creative locally using the media promotions template provided by home office. The template along with specific media promotions concepts and ideas will be provided at a later date.  Following are general guidelines: o Focus on exclusive media partner relationships that will allow you to create a larger promotional program with your largest and/or most appropriate TV, print, radio, and online partners. By focusing on exclusive relationships, it should afford you the opportunity to do repeat programs with these media outlets. Such a relationship should bring enormous value added opportunities to The Amazing Spider-Man 2. This also gives the feeling of exclusivity to the consumer as well.

CONFIDENTIAL – DO NOT DISTRIBUTE o Work with media partners to come up with unique contest entry questions and/or giveaways that are organic to the film property. This will help ensure the media partner and the film stands out in the crowded marketplace among other competitive media promotions. o If a third-party brand is included other than prizing or the promotion doesn’t adhere to the template: Submit deal memos to Ashley Varner with a copy to Becky D’Anna and Ziad Toubassy. . The local office does not need to submit partner prizing deal memos for approval if they adhere to the media template and the following guidelines:  The actors’ names cannot be used in relation to the third party prizing (for example, “Enter to win the scarf Emma Stone wears in the film!”)  Third party prizing should not be in the following categories typically restricted by talent including alcohol, personal hygiene, feminine hygiene, tobacco, firearms [all weapons, other than toy weapons], sexually-oriented products, pharmaceuticals, intimate apparel, undergarments, lotteries and/or gambling, birth control medications, religious or political causes  Media promotions will need to be reported to the home office using the Media Promotions Summary Report template to be provided at later date.

EXHIBITOR RELATIONS

THE AMAZING SPIDER-MAN 2

Release Range: As from mid April '14 Territories: ALL TRAILER TARGET NOTES The Hobbit: The Desolation of Smaug 3D Priority Monuments Men Robocop Hardlocked Pompeii Hardlocked The Lego Movie 3D Priority Vampire Academy Winter's Tale Mr. Peabody & Sherman Muppets Most Wanted Priority Divergent IMAX Priority Rio 2 Priority Noah Captain America: The Winter Solder 3D Priority TRAILERS Trailer Version Date Available

CONFIDENTIAL – DO NOT DISTRIBUTE

Trailer 1 December 2013 with The Hobbit: The Desolation of Smaug 3D (2D trailer) Trailer 2 December 2013 with The Hobbit: The Desolation of Smaug 3D (3D trailer) IN-THEATRE MATERIALS BANNER

Languages: English, LAS, French, German, Italian, Japanese & Korean Sizes: Horizontal, 5x10 and 7x15 Date Queried: Inwood Shipping Date: Est. Mid December In-Theatre Date: Est. Christmas Time FINAL ONE- SHEET

Languages: English, LAS Sizes: Date Queried: 1/7/2014

Inwood Shipping Date: Est. Early Feb

In-Theatre Date: Est. Mid February

STANDEE

Languages: English, LAS, Castilian, Complex Chinese, French, German, Italian, Japanese, Korean Sizes: Horizontal, 5x10 and 7x15 Date Queried: 1/15/2014 Inwood Shipping Date: Est. Mid February In-Theatre Date: Est. Late February

Security Pre-Screening Dates & Invitation Verbiage

 Please find the security info for all THE AMAZING SPIDER-MAN 2 pre-release footage screenings and pre-release screenings.

 Please let Josh Farrar know where all screenings will be held, so proper security can be coordinated.

 Night vision goggles are required for every screening.

CONFIDENTIAL – DO NOT DISTRIBUTE  Screenings prior to THE DAY OF RELEASE IN EACH TERRITORY – Full security procedures MUST be in place to include bag checks, wanding, night vision goggles and mobile devices with cameras MUST be collected.

 Night vision goggles are required for every screening

 Please find the proper verbiage for all invitations:

This screening will be monitored for unauthorized recording. By attending this screening, you consent to surveillance by security personnel. By attending, you agree not to bring any recording device (including certain types of mobile devices which have recording capability) into the theater. By attending, you also consent to physical search of your belongings and person for recording devices. If you attempt to enter with a recording device, you will be denied admission. If you attempt to use a recording device, you consent to your immediate removal from the theater and forfeiture of the device and its contents. Unauthorized recordings will be reported to law enforcement and may subject you to criminal and civil liability.

Security Pre-Screening Protocols

PRE-SCREENING SECURITY

All THE AMAZING SPIDER-MAN 2 pre-release footage screenings and pre-release screenings shall have the following security protocols. THE AMAZING SPIDER-MAN 2 is far too important to Sony Pictures not to protect it to the fullest extent.

PRE-RELEASE SCREENING SECURITY PROTOCOLS

All invitees must be advised in advance that NO mobile phones, cameras or recording devices will be allowed inside the theatre. The invitation must have language to this effect in both the local language and in English. Please also ask your guests to arrive early as this process could slow things slightly. NOTE: security vendors selected to provide security coverage at each theatre must be adequately prepared and staffed to facilitate this both courteously and efficiently.

Prior to theatre entry metal detection devices (hand-held wands) will be used by trained security personnel to screen all attendees to ensure they do not enter with prohibited items. A sufficient number of these wands should be available to ensure all guests are screened within one hour leading up to the start of the film.

At each theatre entrance there should be an area designated to perform wanding of guests with handheld metal detectors and to allow for the check-in of recording devices and all phones.

CONFIDENTIAL – DO NOT DISTRIBUTE Security staff should walk through all areas of the theatre (including bathrooms) and the projection booth in each auditorium prior to and during the screening of the film - ideally, one member of staff should remain in the projection booth area while the assembled film is there.

Theatre management should be advised of these security protocols and understand and support them.

FOR THE RUN THROUGHS IT IS IMPERATIVE THAT WE SECURE THE AUDITORIUMS AND PROJECTION BOOTHS.

Although package inspection is mandatory there should be no physical contact between the screener and the guest or the guests' belongings (unless and until they are checking in a camera or a mobile phone).

Security is responsible for ensuring that no unauthorized persons enter the theatre after the film begins and further to re- inspect all items/persons upon their re-entry to the theatre.

Security staff will patrol the theatre and utilize night vision goggles (NVG) to ensure no one is operating a recording device. The size of the audience and the lay-out of the auditorium will determine the number of scopes needed.

In the event someone is observed or suspected of recording the film a member of the SPRI staff will be responsible for responding. Unless there are extraordinary circumstances it is preferred that the screening not be interrupted and that the suspect be approached just as the film ends. This will obviously require continual visual monitoring until movie ends.

The local contract security vendor for each venue should provide enough two-way radios to ensure their staff and ours are well connected.

POST SCREENING PROTOCOLS/OTHER

Upon completion of the screening, each print should be broken down, recovered and properly secured.

If you have any questions please email Josh Farrar [email protected]. If you have any specific equipment needs (NVG's/ Metal Detector Wands / etc.) please make that request to Josh Farrar immediately.