The Amazing Spider-Man promotional blitz is in full swing — even though the movie doesn't hit theaters until July 3 — but we're not just talking about about teasers and trailers. Indeed, a good ol' viral campaign is also under way, and it has led to new video featuring the movie's bad guy, the Lizard.
A Twitter user whose handle is @ScaleSeeker last week began posting random tidbits about reptiles, later urging fans across the country to embark on a scavenger hunt of sorts in their respective cities, which ultimately led to a freshly created Web site for the company, Oscorp Industries, that employs the Lizard's human alter ego, Dr. Curt Connors (played by Rhys Ifans).
All of which unearthed a faux-advertisement in which Ifans touts Oscorp's Animal Dynamics Lab and its upcoming internship program. But that wasn't all! Hints and clues within the video — in the form, eventually, of a DNA double-helix — went on to reveal a more traditional featurette with new footage of the Lizard and interviews with director Marc Webb. Take a minute to let all of that information sink in (as well as the time and energy it must've required from Columbia Pictures' promotional team!), and then check out both videos, below.