Spider-Man: Brand New Day trailer release is genius, says fan
"With great power, comes great responsibility," is a quote any Spider-Man fan knows well.
And the makers of upcoming sequel Brand New Day put the power in the hands of some of the series' biggest fans for the reveal of the latest trailer.
Over 24 hours, two-second micro-clips from the full-length preview appeared on the profiles of prominent members of the global Spider-Man community.
The idea was for them to spread "as the sun rises around the world", leading to a big reveal of the full trailer in - where else? - New York.
That honour was reserved for Tom Holland, the star of the superhero movie, who introduced the complete two-minute trailer during an Instagram live from the top of the Empire State Building.
'A smart idea'
One of those entrusted with sharing a mini-preview from his social media was Brazilian actor Wirley Contaifer.
The 35-year-old has previously worked on dubbing international versions of Marvel films, and is a well-known member of the Spider-Man community.
He tells BBC Newsbeat he got a huge reaction when he posted the preview clip on his Instagram story.
"People were asking me where the trailer was, it was funny and thrilling," he says.
He admitted that some fans would've found the gradual release of short clips "annoying", but he thought the trailer rollout was a "smart idea" that built anticipation.
When Holland led the big reveal, he said the film-makers wanted to involve fans to show appreciation for their support over the years.
"Without that incredible community, there would be no Spider-Man" he said.
Fan Bella Prichard, a cosplay content creator, tells Newsbeat those involved with dropping the clips "really are just big fans of Spider-Man".
"It's not about the numbers or the following. It's just true fans of Spider-Man and of Peter Parker coming together, and I love that," says the 24-year-old.
"Rather than just dropping the trailer, it kept the audience and the fan base guessing and trying to piece things together in order.
"I just thought it was genius."
Brand New Day picks up four years after the events of No Way Home.
Last time viewers saw Holland's character, Peter Parker, he voluntarily erased himself from the lives and memories of his loved ones.
This included love interest MJ, played by Holland's real-life partner Zendaya, who is set to reprise her role.
The trailer also shows the inner turmoil Peter Parker faces as demands and threats intensify.
Fans will have also noticed the absence of Stranger Things actress Sadie Sink - who has confirmed she will star in the fourth film.
When she couldn't be spotted in the trailer, fans speculated that she may be the hooded figure that briefly appears on-screen.
More may be revealed about her role before the film hits cinemas on 31 July.
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