Let's face it: The Amazing Spider-Man 2 made some of the same mistakes that Iron Man 2 ended up making over on Marvel's side of the fence. Both movies focused so much on "world-building" that they forgot to be a proper movies in their own right. When The Amazing Spider-Man 3 hits cinemas in the wake of The Sinister Six and Venom, then, it would certainly be something of a milestone if Sony managed to craft a self-contained picture. Which is another way of saying: there are going to be so many plot elements already up in the air by the time the movie hits, that Sony shouldn't spent anymore time on building the cinema universe than they need to. If the franchise gets to a point where every single movie feels like The Amazing Spider-Man 2, people are going to lose interest; it's tight, precise, and deftly plotted movies that we want, not pictures that exist to sort through baggage.