Joe Krolik of Comics America in Winnipeg, Manitoba saw the comments of Ilan Strasser from Fat Moose (see 'Ilan Strasser of Fat Moose on Spider-Man 2') on Spider-Man 2, and sees things differently:

Here's a positive attitude on a couple of things:  First, how many moviegoers, when they heard the quip about Peter's comic books, associated the line with their own experience as kids or even perhaps as young adults where they or their parents made the ERROR of tossing out all those old comics?  We hear it day in and day out.  Our response: All the more reason to look at recollecting them!  Relive those nostalgic times AND preserve a true collectible for your children!  You get the idea....  What a sales opportunity that is!  You can capitalize on it with the right approach and sell many, many back issues!

Second, could it be that some of us don't give the population at large enough credit for some modicum of intelligence?  How many think that someone viewing the Spider-Man 2 film is not aware that there are comic books being published, and that in fact there might be special stores where a person could get them?  Not sure?  Do this: Call your theater and ask to have a slide of your store's name, address, and phone number flashed on the big screen while the audience is seating just prior to the trailers: Something like: 'Hey, you can get Spider-Man and all kinds of other comic books and goodies at such and such store.'  Yes, it might cost a bit of money, but consider the potential from many CAPTIVE audiences staring at your huge slide for 10 or 15 seconds.  It can likely work with any film, not just Spider-Man 2.  Spend a buck.  Get maybe 5 or 10 back.  Sounds like a good deal to me.