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Spider-Man had a key role in Captain America: Civil War. But he wasn't present in any posters or film pics or trailers released by Marvel. Can anybody tell the reason?

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    Flawed premise. He was in at least two major trailers.
    – OrangeDog
    Commented May 15, 2016 at 8:54
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    youtu.be/QGfhS1hfTWw?t=2m11s
    – KutuluMike
    Commented May 15, 2016 at 11:28
  • I'd say to keep the element of surprise, like its appearance in the trailer, just at the end.
    – Larme
    Commented May 15, 2016 at 13:53
  • “Spider-Man had a key role in Captain America: Civil War.” Debatable. I loved his appearance, but remove it and I don’t think the movie changes much.
    – Paul D. Waite
    Commented Jul 9, 2017 at 14:48

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Marvel did not have full unadulterated control over Spider-Man. Spider-Man is still under Sony control, so Sony would have major veto power over any instance of Spidey in marketing. To avoid any issue, and to inflate the "special guest star" factor for him, they avoided using him in all (meaning every piece of) marketing.

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    He was in traielrs and the premises of the question is even wrong.
    – Ankit Sharma ♦
    Commented May 15, 2016 at 13:37

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