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Like its predecessors, Columbia Pictures’ The Amazing Spider-Man has its share of promotional partners, from Target to Twizzlers to Kellogg’s. But it’s undoubtedly sibling fast-food chains Carl’s Jr. and Hardee’s that have produced the most offbeat tie-ins.
To celebrate the July 3 release of director Marc Webb’s film, the restaurant will give a free cheeseburger — no, make that “Amazing Grilled Cheese Bacon Burger” — to anyone who comes to a Carl’s Jr. or Hardee’s location on Independence Day dressed as the wall-crawler. (“No masks, please.”) And to help spread the word, they turned to Spider-Man co-creator Stan Lee, who offers some occasionally biting advice to potential burger-winners on the restaurants’ websites.
For the above image, for instance, the legendary creator says, “You’re laying on your boobs. I don’t know what’s going on there.” For another photo, of a man who appears to be wearing boys’-size Underoos, Lee grimaces, “That’s just obscene.” But when faced with the photo of a woman in a cleavage-revealing costume, he marvels, “Oh, wow. … I don’t know about the costume, but that’s some set of wheels.” It’s as if Lee had discovered Chatroulette.