Weekend fun: The Amazing Spider-Man and Euro 2012 Final

'The Amazing Spider-Man', said to be a reboot of the original Spiderman franchise, releases in India on 29 June, four days ahead of its worldwide release date of 3 July 2012.

WATCH the trailer here

Amul has tied up with the film to bolster its bonds with the youth.

On the association, Nitin Karkare, chief operating officer, Draftfcb+Ulka, (Amul's creative agency which is handling its communication), said, "We want to establish the thought that Amul milk is the 'World's original energy drink'. To establish this, we are looking at various tie-ups. The brand has tied up with Spiderman for its 3D launch in India.”

The increasing popularity of 3D cinema has been a reason for the association, he explained. Amul is bringing out a TVC in 3D format, to be aired in cinemas screening the Spiderman franchise in 3D. The commercial has elements which come out better in 3D.

Kellogg’s Chocos too has tied up with the film, offering official Spiderman toys to its consumers. As part of on-ground activations for the association, there will be contests with winners getting tickets to The Amazing Spider-Man.

WATCH the TVC here

Sony Xperia U has also associated with the movie, giving consumers free exclusive content and merchandise with the mobile handset. The mobile also features an app that allows users to use augmented reality to allow themselves to be cast in the movie.

It also has an official Facebook page amplifying its association with the franchise.

For football lovers, there’s an interesting finale coming up to crown the top team in Europe, at the finals of EURO 2012.

The quadrennial event culminates on 1 July, after 22 days of hard-fought battles. Defending champions Spain, and former champions Italy will meet at the Olympic Stadium in Kiev, Ukraine. In India, the match airs at 12:15 am 2 June, on Neo Prime.

The event is followed by football enthusiasts not just in Europe, but globally as well. According to Neo Sports, Indian viewership for the first 27 games of the tournament (until the semi finals) has shown a growth of over 33 per cent from Euro 2008.

Before the semi finals, Prasana Krishnan, chief operating officer, Neo Sports, said, “The exponential growth in ratings during the business end of the tournament is in line with our aggressive viewership forecast. I expect the ratings to further propel as the fourth quarter final witnessed an intense and hard-fought battle between Italy and England, and the semi finals will see the four best teams compete against each other. This edition of UEFA Euro 2012 has been a win-win for the fans, advertisers and us.”