What do you get when you put more than 500 people in Marvel-approved Spider-Man costumes and pack them into one giant room? A Guinness World Record, an epic photo, and potentially the world’s biggest cobweb.
Marvel and Sony got at least the first two of those over the weekend in Sweden, where the companies set their web-slinging sights on making a “new world record for the largest gathering of people dressed as Spider-Man,” as Marvel Editor C.B. Cebulski put it.
As this promotion shows, Marvel’s not shy about lavishing a little of its movie-boosting marketing magic on the gaming side of things. Marvel and Sony drafted all 500-plus willing cosplayers into service by providing the video game version of Spider-Man’s Advanced suit (we’re guessing the Tony Stark version might have gotten expensive), which explains the amazingly consistent look all these Spidey hatchlings manage to pull off in the photo.
From this clip posted by Overwatch voice actor Carolina Ravassa (who was in attendance at the Comic Con Stockholm event where this all went down), it’s easy to tell that these fans didn’t have to be asked twice to get in the suit:
The timing was perfect for the stunt, coming fast on the heels of the release of Marvel’s Spider-Man for PlayStation 4, which is off to a hot sales start. Insomniac’s heights-defying game has been getting killer reviews, too, which no doubt only emboldens Marvel to find more opportunities to keep the spotlight on it for as long as possible.
The only thing that could have made this whole thing even better would have been if one of these Spideys had stood up and pulled back their mask to reveal — dum-dum-dum! — Tom Holland… or maybe even Stan Lee (and yes, there’s a Stan Lee cameo in the actual game). You can get your sticky hands on the game now — Marvel’s Spider-Man released Sept. 7 for PlayStation 4.