'Spider-Man' hits one out of the park

Posted Wednesday, May 5, 2004 at 5:09 PM Central

by John Couture

[UPDATE: MLB has decided to pull the ads for Spider-Man on bases due to overwhelming negative reaction from the public. It may opt to use advertising for the movie in the on-deck circle.]

In a coup de grace of sorts for advertisers everywhere, Columbia Pictures' Spider-Man 2 is going where no one has gone before - the bases of a Major League Baseball game. Columbia paid approximately $3.6 million for the promotion that will run in 15 ballparks during the weekend of June 11-13.

The promotion will feature adds on first, second and third base as well as the on deck circles. Fans attending the games will receive a Spider-Man mask and foam finger. Spider-Man 2 star Tobey Maguire will lead a special fan participation activity during the seventh inning stretch via a taped message on the jumbotrons.

The revenue will shared amongst the clubs hosting the games and Major League Baseball. Of course, the high rent markets of New York and Boston will receive the most (approximately $100,000 each), while the other 13 teams will reach $50,000.

Former baseball commissioner and former Columbia Pictures president Fay Vincent is unsure about the deal. I guess it's inevitable, but it's sad. I'm old-fashioned. I'm a romanticist. I think the bases should be protected from this. I feel the same way I do when I see jockeys wears ads: Maybe this is progress, but there's something in me that regrets it very much."

Spider-Man 2 hits theaters on June 30th, two days ahead of its initial release date of July 2nd.