On Sat., Jan. 28, a familiar red spider was projected on the side of some of the most iconic structures in the world, including The Sydney Opera House, the Colesseum in Rome, the Kremlin in Moscow, and the Arc de Triomphe in Paris. The image was followed by a country-specific URL — in the U.S., it’s — that pointed visitors to a special, mysterious screening on Monday, Feb. 6 of… something related to or directly from this summer’s The Amazing Spider-Man.

When asked what this screening is about, and why the Spidey logo is also showing up on buildings in New York City, Los Angeles, Mexico City, Rio de Janeiro, Madrid, London, Berlin, Seoul, and Tokyo, Sony Pictures only offers a coy no comment. But the studio is happy to brag that the videos accrued over 1 million views in 48 hours, and many of the screenings sold out in a matter of minutes. “We didn’t do any other advertising of these events,” says Marc Weinstock, head of worldwide marketing for Sony Pictures. “It was just those images.” Check out the Australian version of the event below:

Curiously, the YouTube accounts that put up the videos of all these projections were created the same day as the projections. But the entire endeavor certainly demonstrates the power of social media and viral advertising, not to mention how vital the international marketplace has become for Hollywood: The Monday event is simulcasting across the western hemisphere, from noon in Los Angeles to 9 p.m. in Berlin. (The Asian/Pacific cities will screen the footage a few hours later.) will have a full report of the event on Monday, when Sony’s tantalizing marketing mystery will be resolved. Until then, discuss among yourselves: What would you want to see screened at this Spidey event?

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The Amazing Spider-Man
  • Movie
  • PG-13
  • Marc Webb