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Spider-Man Becomes the Latest Big Movie to Adopt a Social Cause

Sony is encouraging Spider-Man fans to make a difference by volunteering. Cheap promotional stunt? I appears not.

Last summer Spider-Man got a makeover in Ultimate Comics Spider-Man, morphing the character from the traditional Peter Parker we all know into half-black, half-Latino Miles Morales, a teen whose family was trying to get him into a charter school. While the latest Spidey film, Sony's upcoming The Amazing Spider-Man, takes us back to the Peter Parker era, the studio took a new-school approach to the character's heroism through Tuesday's "Be Amazing, Stand Up and Volunteer" day of service.

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