Spiderman 3 was a movie that saw him discovering his dark side. Nearing its release, fun cinemas decided to give prospective audiences a taste of this dark side. A semi transparent chord in the form of a spider web was tied at ankle length to trip moviegoers. When someone tripped and fell, he saw a floor sticker that showed spiderman in black and read, "Guess who's found his dark side. Spiderman III. 4th May 2007."

Though Spiderman - 3 was a huge box office success all over India, its collections at Fun Cinemas, Mumbai where the promotion was carried out was the highest in the country. Spiderman -3 opened to full houses at FuinCinemas and enjoyed collections of upto 85% even in its third week.