A well-timed trailer can turn a film's fortunes around before it even hits cinemas. Take 'The Amazing Spider-Man' - before this morning the reboot of the web-slinging franchise had some seriously bad buzz.
'It's a cash-in', said critics, who reckoned the film was only being made so Sony could retain the rights to the character. Eyebrows were also raised by the choice of director - Marc Webb. He may be appropriately named, but his most high profile gig was the well-received but very different relationship drama '500 Days of Summer'.
These voices weren't silenced by the teaser, released last July, which was memorable chiefly for some shoddy CGI.
[See also: 'The Avengers' Super Bowl ad]
The dissenters have been shut up, (for the time being at least) by this barn-storming new trailer. It's a cracker, and gives a good idea of what to expect from one of the year's biggest films (it's released on 4 July). But what does it all mean?
Here's our breakdown...
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