Fans can get caught up in the web of The Amazing Spider-Man before the movie opens on July 3 by using the free augmented reality mobile app just released by Sony Pictures Entertainment.

Sony is placing individual “marker images” on the movie’s official website and social channels, as well on designated channels of Sony Stores, Activision and Entertainment Weekly. Using the app to scan one of these images will reveal an exclusive Spider-Man animation and unlock one of 13 achievement badges that can be shared on Facebook and Twitter. In addition, one single frame of the new trailer will reveal a special animation in the collection.

The app’s animation sequences were created using footage from a special shoot with the movie’s stunt team. When triggered, the virtual Spider-Man does whatever a spider can – he swings through buildings, crawls up walls, shoots his web at the screen, and tackles various bad guys. In a fun additional feature, users can take photos of the action and share them online. According to Sony, each “photo experience” will be unique to each user.

The Amazing Spider-Man Augmented Reality app was developed using Qualcomm’s Vuforia platform and is available for iPhone, iPod touch and Android devices.

“Many of today’s moviegoers are digital natives on the go, and our app allows us to engage them,” said Dwight Caines, president, Worldwide Digital Marketing, Sony Pictures “Our use of augmented reality technology is a fun way of embracing the 3D aspects of the movie while nurturing the playful kid inside all of us who wants to collect items from their favorite superhero character to share with their friends and family.”

And don’t forget: “With great power comes great responsibility.”

The Amazing Spider-Man movie stars Andrew Garfield, Emma Stone, Rhys Ifans, Denis Leary, Campbell Scott, Irrfan Khan, with Martin Sheen and Sally Field. The film is directed by Marc Webb from a screenplay written by James Vanderbilt, based on the Marvel comic book by Stan Lee and Steve Ditko. Laura Ziskin, Avi Arad, and Matt Tolmach are producing the film in association with Marvel Entertainment for Columbia Pictures.

Related links:

The Amazing Spider-Manofficial movie site

Qualcomm – Vuforia

The Amazing Spider-Man Augmented Reality app is now available from the App Store and Google Play