Marketing in full swing for ‘Spider-Man 2’

Marvel is casting a wide web as it trolls for profits from “Spider-Man 2.”

While the film doesn’t open until Wednesday, the countdown has already begun for everyone from Major League Baseball to Dr. Pepper to Kraft Lunchables — all hoping to cash in on the hype.

Fueled by the runaway success of the first movie and the storied history of the popular Marvel Comic strip, Spider-Man Merchandising (a 50-50 partnership of Marvel Enterprises and Sony Pictures Consumer Products) is eyeing an even bigger payday.

“Spider-Man 2” is expected to perform even better than the first film because of the popularity of the original franchise. The film’s official Web site alone boasts 18 different promotions and tie-ins.

The video game “Spider-Man: the Movie” has brought in more than $100 million in U.S. retail sales, according to market research firm NPD Group.

Game aficionados are already setting store records in pre-ordering the video game for the sequel, which goes on sale Tuesday. The new game is fully interactive.