Sony faces a unique challenge when marketing The Amazing Spider-Man: How do you sell an audience the reboot of a franchise that’s still relatively fresh in their minds? The trailer did a decent job of that — most people who don’t follow movies too heavily seemed to respond positively — and the first poster is another step in the right direction.

Coming from SuperHeroHype, who felt the need to put a pointless and irritating watermark on the thing, it’s the best kind of franchise movie poster — evocative, somewhat surprising, and just revealing enough to let you know what’s being sold to you. (I can’t positively say there’s enough unexplored territory in the character’s origins to create an “untold story,” however.) It’d be great if The Amazing Spider-Man is just as good, but this will do for now.

Take a look below:

Directed by Marc Webb and starring Andrew Garfield, Emma Stone, Rhys Ifans, Denis Leary, Campbell Scott, Irrfan Khan, Martin Sheen, and Sally Field, The Amazing Spider-Man will open on July 3rd, 2012.

Does this poster leave any kind of impression?

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