Marvel's merchandise: The New York Daily News looks at Marvel's bumpy financial road and the company's focus on licensing and merchandising:

"Spider-Man 2 is expected to perform even better than the first film because of the popularity of the original franchise.

The cushion of the first movie and the fact that Spidey-related items are already on the market is 'heightening consumer awareness of Spider-Man 2' even before the movie opens, said Elizabeth Waikesnis, director of the the annual Licensing International Show at the Javits Center.

"Both Sony and Marvel declined to comment for this story, but the film's official Web site alone boasts 18 different promotions and tie-ins."