From a marketing perspective, some of the biggest buzz around Civil War is that it will be Spider-Man's introduction into the Marvel Cinematic Universe. There is no question that for years, Spider-Man was the flagship character of the Marvel Universe. There is a reason he appeared on nearly every piece of Marvel merchandise in the 80's and 90's. There is also a reason that after the original trilogy of films, it was rebooted... and is being rebooted yet again... a mere three years after The Amazing Spider-Man 2. There were undoubtedly mistakes made in the making of Spider-Man 3 (Dancing Peter?) and the rehashed Amazing Spider-Man all but killed its sequel before a single frame was shot. How much faith can the viewing public really put in another iteration? Marvel's spidey sense is a bit off if they expect the appearance of an unknown web-slinger to take Cap 3 to the next level. With all the now-public Sony information around Spider-Man film rights, it's clear that Marvel still feels they can hang a pretty huge hat on Spidey's hook. In addition, how much Spider-Man will we actually see in the movie? For being such a major player in the Civil War comics, giving this new Spidey the equitable amount of screen time would turn the movie into "Iron Man v. Captain America v. Spider-Man: Dawn of...oh, forget it." If a big Spider-Man resurgence is expected, then a bit part in an overblown Captain America movie risks a huge loss of potential for the character. While this misuse of Spider-Man may not hit Marvel's bottom line too hard on Civil War, it will cost them in the long run. After five Sony-produced Spider-Man movies, Marvel/Disney will have to up the "wow" factor (as well as budget), to truly re-create the franchise. Unless Civil War does an amazing (pun fully intended) job with Spidey, the current trend is likely to continue, and the Phase 3 Spidey film could be the death knell of the once promising series. Are you confident in Civil War's pulling appeal? Share your own thoughts below in the comments thread.