Spider-Man: Brand New Day trailer release is genius, says fan
GettyThe trailer for the highly anticipated Spider-Man: Brand New Day has been released - and fans have been reacting to its unusual rollout.
For the last 24-hours, fans have been teased with micro-clips of the full trailer for the new Spider-Man film, which is the sequel to Spider-Man: No Way Home, released in 2021.
British actor Tom Holland, who plays the web-slinging superhero, took to Instagram on Tuesday to tell fans that snippets of the trailer would be dropping via mega-fans from the Spider-Man community as "the sun rises around the world".
Sony and Marvel released the first full-length trailer for the film on Wednesday 11:00 GMT, a moment marked by Holland on top of the Empire State Building, joined by a crowd of costume-clad children.
BBC Newsbeat has been speaking to fans involved in the process and what the latest Spider-Man offering means to them.
Wirley Contaifer"Spider-Man is considered one of the most popular superheroes here in Brazil," says Wirley Contaifer.
The 35-year-old Brazilian actor has previously worked on the dubbed Marvel films and like others involved in the Spider-Man community, was exclusively given a two-second trailer clip by Sony to tease ahead of the full release.
He shared the clip on his Instagram story and grid, which got a huge reaction.
"People were asking me where the trailer was, it was funny and thrilling," he adds.
Contaifer admitted that the way that short trailer clips were spread through different pages "might be annoying for fans", but is a "smart idea" that builds anticipation.
In his video on Instagram on Tuesday, Holland explained the reason for releasing the trailer in this way was to show appreciation for fans support over the years.
"Without that incredible community, there would be no Spider-Man" he says.
The film, which is set to hit cinemas on 31 July, picks up four years after the events of No Way Home - which ended in Holland's character, Peter Parker, voluntarily erasing himself from the lives and memories of those he loves.
This includes Parker's love interest MJ, played by Holland's real-life partner Zendaya, who is set to reprise her role, and features in the trailer.
The US actress hit back this week at dozens of AI-generated photos that had been posted online appearing to show her wedding to fellow actor Holland.
She told US chat show host Jimmy Kimmel: "While I was just out and about in real life, people were like, 'Oh my God, your wedding photos are gorgeous'. And I was like, 'Babe, they're AI. They're not real'."
GettyThe 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, but couldn't be spotted in the trailer.
Following the trailer release on Wednesday, fans were left speculating she may be the hooded figure that appears briefly on screen.
For Spider-Man fan Bella Prichard, the trailer release, and process of piecing parts of it together beforehand, was "one of the coolest activations possible."
"I went and had a look, some of the accounts [sharing trailer clips] really are just big fans of Spider-Man," says 24-year-old Prichard.
"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."
Prichard is a cosplay content creator, which means she explores the world of costumes through film and television.
She describes the way fans were treated to tasters of the trailer as "genius".
"I think it was really clever and rather than just dropping the trailer, it kept the audience and the fan base guessing and trying to piece things together in order," she adds.
"I just thought it was genius."
