Sony Pictures Entertainment built a promotional website, releasing many previews and launching a viral marketing campaign; tie-ins included a video game by Beenox and Activision.

In 2021, Garfield and Ifans reprised their roles in the Marvel Cinematic Universe (MCU) film Spider-Man: No Way Home, which dealt with the concept of the multiverse and linked that franchise to the Raimi and Webb installments.

[51] Michael Massee, who previously worked with Marvel as Dr. Bruce Banner in the Ultimate Avengers animated film series, plays the mysterious man in the shadows who talks with Connors in his prison cell in a teaser scene during the end credits.

By this time, screenwriters James Vanderbilt, David Lindsay-Abaire and Gary Ross had written several rejected versions of a script and Ziskin's husband Alvin Sargent, who co-wrote the second and third films, was working on yet another attempt.

"[69] In May 2010, The Hollywood Reporter said the actors who met with Webb to be considered for the lead role included Jamie Bell, Alden Ehrenreich, Frank Dillane, Andrew Garfield and Josh Hutcherson.

[80] In August 2010, the list of candidates included Lily Collins, Ophelia Lovibond, and Imogen Poots, with Teresa Palmer, Emma Roberts, and Mary Elizabeth Winstead cited by The Hollywood Reporter as "potentially in the mix".

About the new costume, Webb explained that he and the crew "wanted a design that would make the body longer and more lithe, more of an acrobat, someone incredibly agile and the legs of the spider [symbol on the chest] were something we used to emphasize that."

[95] The release of Lizard merchandise designs along with unconfirmed concept art featuring a humanoid-shape with a layer of scales on top instead of a pronounced snout (similar to a dinosaur or crocodile) as in the most recent comics, produced a mixed reaction.

[143] Stan Lee then helped spread the word that fans would also have been treated for a free Amazing Grilled Cheese Bacon Burger in Independence Day if dressed as Spider-Man.

Sony's Dwight Caines felt that the "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.

[152] Rob Keyes of Screen Rant felt that "it takes on a noticeably different tone from that of Raimi trilogy of Spider-Man movies, and presents itself in a similar fashion to what Christopher Nolan did with Batman Begins.

[157] On January 8, 2012, the Spider-Man logo appeared on some of the world's most iconic buildings, such as the Sydney Opera House, the Colosseum of Rome, the Kremlin in Moscow and the Arc de Triomphe in Paris.

"[176] Kofi Outlaw of Screen Rant felt that the biggest thing to note "is the tone and composition of the film" and that most of the footage "manages to showcase a version of Peter Parker/Spider-Man that is both familiar and fresh.

[165] The official Twitter account revealed a scavenger hunt by posting "Property of Peter Parker... Lost" with the longitude and latitude coordinates of direct markets in major US cities.

[186][187][188] A Daily Bugle website revealed Denis Leary as George Stacy, lamenting the appearance of the wall-crawler and asking whoever spots Spider-Man to e-mail the police.

[194] The Twitter account that coordinated a nationwide effort to track Lizard sightings revealed locations that had packages containing Connors' shredded lab coat, an Oscorp ID badge and scientific samples of reptilian skin.

When unscrambling the letters listed on each sample, the words "animal dynamics lab" led players to a new Oscorp Industries site focusing on a science program about reptile genetics.

[196][197] The Oscorp Industries website contained puzzles that revealed two in-game documents, two video updates featuring Connors and a following cipher that as of July 2012 had yet to be cracked.

[199] On June 1, 2012, a Carl's Jr. in Glendale, California, hosted the next viral campaign by decorating webs and declaring a crime scene due to Spider-Man's apprehension of a serial car and motorcycle thief.

[214][215] The deleted scenes included relationship-building between Peter and Connors which Joey Esposito of IGN thought gives the Lizard a sense of sympathy that is lacking in the final film.

While the deal only concerns the United States, titles from Sony Pictures begun to also be added to Disney+ in regions outside of the U.S., as early as June 2022, starting with the majority of the Spider-Man films.

[252] Jordan Mintzer of The Hollywood Reporter felt that the film was satisfying, explaining that Webb directed with emotional and comedic touches and provided a darker depiction and a stronger romance than the original.

"[254] Conversely, Lou Lemenick of the New York Post wrote that the film was dull and uninspiring and felt that it did not compare to Batman Begins and was "a pointless rehash in the mode of Superman Returns.

"[258] Claudia Puig of USA Today explained that "as a new chapter in the superpowered arachnid saga, it stands on its own quite nicely, focusing more on human emotions than on a panoply of special effects."

"[259] Christy Lemire of the Associated Press described Garfield's Spider-Man as an arrogant and misunderstood outsider, giving the film a "restless, reckless energy and a welcome sense of danger."

[262] Roger Ebert of the Chicago Sun-Times felt that the reboot provided better reasons for why Peter Parker adopts his superhero role, even if the origin story didn't need to be told once again.

[265] Dana Stevens at Slate magazine believed that the film was an "absolutely unnecessary" retelling of the origin story, although it avoided "the common comic-book adaptation trap of gloomy self-seriousness".

[282] Critics like Claudia Puig of USA Today felt that Garfield's character as the superhero "embodies the nerdy Parker, the anguished fatherless teen and the cocky super-hero in equal doses".

[25][283] She said of her character, "she offers Parker a world of stability, of a family unit not marred with parental loss and, beyond physical allure, the two forge an intellectual connection over their shared love of science.

[26] Dana Stevens of Slate described her character "as the stuff of a comic nerd's dreams: a sweet, smart, wisecracking dame in demure sweaters, miniskirts, thigh-high stockings and boots.