Mystery Box marketing often has the tendency to backfire, with fans ramping up their excitement for a hotly anticipated project, only to have the rug pulled out from underneath them by a studio marketing department that believes it is being clever, but really is out of touch with how fans are feeling.
And the longer that Marvel and Sony wait to reveal the actual title after this stunt, the more frustrated Spider-Man fans are going to feel.
This can all be rectified quickly by simply revealing the title.
I’m not sure why the title is being shrouded in such mystery.