With Christopher Nolan’s follow-up to the hugely successful The Dark Knight and Marvel’s unprecedented live action team-up of their biggest names, The Avengers, both hitting theaters this summer, The Amazing Spider-Man has started to feel like the odd man out. Clearly Spider-Man is one of the most popular superheroes of all time, but enough time just hasn’t passed between his last big screen trilogy and this franchise relaunch to build a level of anticipation and excitement for the film comparable to these other big, comic book-based events. That hasn’t stopped the marketing team from doing their damnedest to sell this movie to a superhero-saturated audience, however. This might not be the summer of Spider-Man when all is said and done, but it’s undeniable how cool all of the recent advertising for the film has been. The recent additions to the marketing blitz are a new, Japanese trailer that takes, mostly, the same footage from the second trailer, but remixes it to produce a much darker tone and sense of dread, and a couple of new posters that look standard at first glance, but might tell us a bit about where this story is going with closer consideration.