There is no Apple Products in Spider-Man's world

As a symbol of technology and fashion, Apple's products in the TV drama is not uncommon, the hot selling of the iPhone is a big help. But in the latest "Spider-Man" movies, there is no any Apple devices, no iPhone, no MacBook, of course, there will not be the ubiquitous iPod. The reason is very simple, as the film distributors, Sony company will promote its own products in this film, instead of making free advertising for competitors Apple.

According to the Businessweek website reported, the spider man’s actor Andrew Garfield will use Sony Xperia mini pro mobile phone. In a scene, you can even see him in the sewer system using a mobile phone to play games.

To the promotional products in the film, as the U.S. third largest film distributors, Sony company does not mince words. “For us, the real value is through these films, television series and music - no matter what kinds of form – contact with the audience of entertainment enthusiasts, and finally make this contact onto the equipments”, Sony mobile communications vice president of marketing Peter Farmer said.

Sony's marketing campaign has already begun before the movie release. Last month when Sony launched a Spider-Man TV commercials used to sell its own Xperia ion new smart phones that operated by AT & T.

In Spider-Man movie, Sony's product is everywhere, the Bystanders use Xperia mobile phones make videos, the students use Sony’s Tablet S watch online videos, when the villain of the movie is Recording the experiment, he use the sony’s vaio laptop, connect to Sony’s display screen, and the tools he used is the Sony's Handycam camcorder.

Sony’s score did not stand out in the U.S. market. Between March and May, Sony mobile phones accounted for only 0.7% of the market share, and smart phones account for only 0.4%. The first three months of this year, Sony's PC equipment in the U.S. market share is 2.4%, the Tablet PC is 0.2%.

A consulting firm in the U.S. executives believe that Sony needs to improve the awareness of users to their products, and the attracted much attention Spider-Man movie is a good opportunity. Because this is Sony's own products, they do not need to conduct complex negotiations. Since 2001, among the U.S. box office champion, 21% of the films have Sony's electronic products and logo.

In addition, microsoft also make propaganda for its Bing product in the Spider-Man movie, but the Senior executives of Bing Lisa Gurry declined to disclose specific cost.