According to The Hollywood Reporter, Columbia TriStar Home Entertainment is planning a $100 million marketing campaign to support the release of Spider-Man 2 on video on November 30th, which will bring the property back into prominent public view for months.  

Advertising on national television, print, and radio are planned through January.  Shopping mall promotions and outdoor advertising are also planned.  A trailer will ron on Regal Cinema's 6000 screens. 

Eight marketing partners will account for about half of the $100 million:  Energizer Batteries, Embassy Suites, Activision, Orville Redenbacher, Red Baron, Crest SpinBrush, Sony Electronics, and Sony Music.