NBCUniversal has signed a multinetwork promotional deal with Sony Pictures for "The Amazing Spider Man 2" that includes custom ads for NBCU's Bravo, USA, Syfy, Telemundo, mun2 and E! Under the pact, the channels are airing a commercial depicting the hunt for five "Spiderfans" of the film. On Monday, each of the networks will introduce special ads tailored to their key demographics. "This was really about matching up these fans and their experiences to tie back to the channel brands," said John Shea, chief marketing officer at NBCU's Content Innovation Agency.

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