You know how you’re not supposed to use your cell phone in a movie theater, because it’s distracting and discourteous to your neighbors? Well nuts to that! Death to civility!
Though early reports from England (where Amazing Spider-Man 2 opened a few weeks ago) said there was no post-credits scene after the movie, that’s apparently not quite true. There is a little extra something, but it’s not on the film itself (or digital file, if you want to be really technical). From Sony’s press release:
“After seeing The Amazing Spider-Man 2—opening on May 2nd—be sure to Shazam the end credit sequence featuring the song ‘It’s On Again’ by Alicia Keys featuring Kendrick Lamar to unlock a look into the sinister future. Download @Shazam on iTunes or GooglePlay. #SpiderMan”
Technically you don’t have to do this in a movie theater; theoretically, it should anywhere the Alicia Keys song is playing—although I just downloaded Shazam and tried it, and couldn’t get it to work, so maybe not. The tech-savvy men and women of Coming Soon were able to get it to play, and they found images teasing the future membership of the anti-Spider-Man group the Sinister Six, who are due to appear in Amazing Spider-Man 3 and their own spinoff movie in the next couple years. Like this one, of Doctor Octopus’ arms.
When I saw Amazing Spider-Man 2 last week in New York City, there was no signal to Shazam the song, or any other kind of post-credits thingie (not even the X-Men: Days Of Future Past commercial that is supposedly playing after the film). While this promotion is certainly an invitation to use your phone in the movie theater, just keep in mind that a lot of people will have no idea about this whole promotion, and they might get a little annoyed if you’re Shazaming it up in their field of vision.