Harbour City snares Spider-Man fans in advance of May movie release

In partnership with Sony Pictures, the mall is executing ‘Amazing power at Harbour City’, a month-long marketing mission leading up to the film's May release.

The shopping centre's Ocean Terminal Forecourt will transform into a rough street of New York City from 1 April to 11 May. Lined with lamp posts and traffic signs, the scene features a yellow cab that's been in a serious accident and a 12-foot-tall Spider-Man who has come to save the day. Spider-Man will use his signature move shooting out spider webs.

“This display will be held outdoors so that the public and tourists can personally experience and immerse themselves in the streets of New York alongside the New York superhero,” a spokesperson said.

On weekends, members of the Hong Kong Stuntmen's Association will be staging action scenes and holding a series of stunt workshops for children.

Sony Pictures will also offer a social-media app that uses augmented-reality effects to help fans transform themselves into Spider-Man in shareable photos.

Kelly Wong, marketing manager of Sony Pictures Hong Kong told Campaign Asia-Pacific that the company will have trucks covered with Spider-Man images zooming around town and customers at KFC will get free tickets for the film with a kid meal purchase. "We want to create a vibe that Spider-Man is everywhere," Wong said.

The Hong Kong premiere of the film is scheduled for 30 April at the Grand Cinema in Tsim Sha Tsui, but unfortunately the stars Andrew Garfield and Emma Stone will not be attending the event. As fans know, 'With great power comes great responsibility', and the two must heed a call to save the world— call to save Singapore on 29 March for the Earth Hour event.

Globally, Evian is using the movie's release as a tie-in for the followup to its dancing babies ad from last year.