While everybody was tying themselves in knots over this summer's The Avengers and The Dark Knight Rises, Sony held back on pushing its new origin tale for Spidey.  This month, though, that changed in a big way.  This clip debuted at an viral site Mark of the Spider-Man today as part of an ongoing Alternate Reality Game making extensive use of the film's stylized spider-logo.

Was that "Dropping off or picking up" exchange perhaps a conscious tip of the hat to New York classic Ghostbusters?  Either way, this seems an odd excerpt to make the first official clip from the woud-be blockbuster, as nothing of particular import or flashiness occurs.  It does emphasize, though, that this is still the Peter Parker who can't even get to his ladyfriend's apartment without some sort of hassle, and that life's more complicated when you're carrying superhero tights in your book bag.

The Amazing Spider-Man is directed by Marc Webb from a screenplay by James Vanderbilt, with some polishing by Harry Potter scribe Steve Kloves.  The film hits theaters on July 3rd.