Managing the Total Marketing Effort

Spider-man Spins a Promotional Web on the Web The movie Spider-man has hit new box office highs as it has taken the movie industry by storm with its May 2002 introduction. In addition to smashing records, the movie also pioneers a new first, as it used its Web site as a promotional tool to hype the movie over a year in advance of the movie debut. Quite intentionally, the launch of the Web site marks the 38…

…used to generate excitement and interest in the new Spider-man movie and related merchandise. This site contains many interactive features and links, which could leave you in a "web" of entertainment for hours. However, the focus of this exercise is to have the viewer get a sense of the powerful innovative tools that can be integrated into a winning promotional strategy, both in terms of promoting the movie, as well as the all-important merchandising strategy.