This weekend will be all about Spider-Man 3's inevitable march to the all-time opening weekend box office record (we're still waiting for reports about how audiences at the Thursday midnight screenings volunteered to pay triple if that helped beloved Sony get to $140 million), but that's not going to stop competing studios with their own summer products to overhype from trying to steal some of Spidey's thunder. As we speak, motorists stalled in traffic on Sunset Boulevard are enjoying the spectacle of witnessing one of the Strip's most famous buildings wrapped in the largest pulsating, promotional prophylactic ever attempted by mortals: