Initially, awareness and interest in the Spider-Man comic book-based property/brand was predominantly males, ages 25+. Spider-Man was perceived as a regular guy/not a superhero. The challenge was to expand the audience for Spider-Man (the movie). Therefore, the marketing campaign had to target: males, females, kids, teens and adults. We spun a wide web to rope in everyone by telling how Peter Parker became Spider-Man and by showing action, suspense, conflict (good vs. evil), intrigue and romance. Media group spun the web to maximize and target these customised messages.