The reviews for 'The Amazing Spider-Man 2' are starting to be published and they aren't that strong. It may be too early to call the ball on this film, as it doesn't release until next week, but there are worrying signs that Andrew Garfield's second Spider-Man outing may not be the blockbuster that is either needed or hoped for at Sony.
Throughout 2013, as more information was released about the film, commentary on leading film and comic book websites echoed at similar sentiment - the film's marketing lacked focus. After the introduction of the 'Electro' character at Comic-Con 2013, fans and commentators appeared to be excited by +Jamie Foxx in a villain role. The look created for the character is unique and visually appealing. At the same time, fans were aware that Paul Giamatti was also going to play 'Rhino', another villain. In the second half of last year, it was revealed that +Dane DeHaan would play Harry Osborn and take the mantle as 'The Green Goblin'. The noise around the film's unfocused marketing grew louder and comparisons started to be made between 'The Amazing Spider-Man 2' and Sam Raimi's 'Spider-Man 3'. Three villains all competing for equal scree time meant that 'Spider-Man 3' didn't do justice to any of them and that Peter and Mary Jane's relationship was given short shrift in the process. Even more damning for 'Spider-Man 3' was how unfavourably it compared with 'Spider-Man 2', a very highly regarded comic book film.
Seven years later and the comic book movie landscape has been changed forever. In 2008, Marvel Studios, in conjunction with Paramount Pictures, released 'Iron Man' with +Robert Downey Jr. . Today, Marvel is now owned by Disney and, if reports are to be believed, the studio has films mapped out as far as the year 2028! Between 2008 and now, Marvel has changed audience expectations of comic book movies and, like the comics themselves, have created a series of inter-connected stories that allow a broad group of characters to move in and out of each other's stories, as well as coming together every now and again in an epic story that requires all of the heroes combined powers to overcome almost insurmountable odds!
The result is that anyone else who owns a comic book property is playing catch-up. DC and Warner Bros were lucky that Christopher Nolan's singular vision and film-making skill was able to navigate 'The Dark Knight' and 'The Dark Knight Returns' through the initial Marvel onslaught and deliver two highly acclaimed and financially successful films. For Sony's 'Spider-Man' franchise and 20th Century Fox's 'X-Men' franchise, the results of their films during Marvel's rise to the top has been very mixed. Not even a rebooted 'Superman' movie with 2013's 'Man of Steel' could seriously challenge Robert Downey Jr, who was in his fourth outing as 'Iron Man'. So, we arrive at 2014 and see the problem that 'The Amazing Spider-Man 2' faces...
It's a film that is being compared to worst of Sam Raimi's 'Spider-Man' trilogy in terms of the number of villains Spidey is having to battle. It is being released against the second Marvel 'Captain America' film where Cap is being seen by audience members for the third time in four years. Not to mention Chris Evan's support roster for 'The Winter Soldier' that includes Scarlett Johansson, Samuel L. Jackson, Sebastian Stan, Anthony Mackie and Robert Redford! On top of these comparisons, 'The Amazing Sipder-Man 2' is being used as Sony's fast-track film to help expand the properties and characters they have access to as part of their comic book rights. It is no coincidence that Oscorp is being used as the focal point for the expansion of the villains will have to confront in the future and the trailers for TASM2 go to explicit lengths to inform fans of the films that more is to come. Sony has already announced that Drew Goddard is not only writing the screenplay for a 'Sinister Six' movie but is also being considered to direct it. The origins of that film, whenever its released, look like they are being established in TASM2. Why else would so many villains be crammed into one movie?
Of all the movies featured on the +Future Fantastique Facebook page over the last 12 months, 'The Amazing Spider-Man 2' has had the lowest reach and received no comments. While I'm happy to accept that they may be a reflection of the FF Facebook page audience, movies like 'X-Men: Days of Future Past' and 'Guardians of the Galaxy' have a consistently higher reach and receive more comments than 'The Amazing Spider-Man 2' in posts to the page. Sony's move to expand its Marvel characters is the most ambitious of all the studios but has the least number of characters to tap into and, if early reviews are any guide, the weight of Sony's expectation may be too much for this new film to carry. Despite having three bad guys to tussle with in this film, life is only going to get harder for your friendly neighbourhood Spider-Man as he not only battles fictional villains but corporate reality!