Papa John’s is teaming up with Sony Pictures Home Entertainment to back the upcoming DVD release of “Spider-Man 3” with a giant sized pizza and coupon offer.

The company created a Super-Hero XL3 Pizza—a pie 30% bigger than a large pizza, which comes with three toppings—for $12.99. Every order includes a $3 coupon off the “Spider-Man 3” DVD, which hits stores Oct. 30.

Papa John also redesigned its large pizza box to feature the Web-slinger. About 2.6 million “Spider-Man” boxes have been created for the promotion, the company said. TV spots, radio spots, e-mail blasts and online marketing support it.

Papa John’s is also launching “Spider-Man”-themed Papa cards. The company’s gift cards are available in $5 increments are sold in restaurants and at retailers.

The company will also stage a DVD launch event in New York. Spider-Man himself will perform acrobatic stunts Oct. 29 in Times Square outside the NASDAQ market site on 43^rd Street and Broadway

During the event, Spider-Man will kick off the Hometown Super-Hero program, a campaign in which the company will give away $1 million worth of
Super-Hero XL3 pizzas nationwide to honor police, fire, rescue workers and military personnel. New York first responders and other personnel will be the first recipients of free pizza.

On Nov. 8, Papa John’s restaurants will extend deliver pizza to other police, fire, rescue workers and military personnel nationwide. In all, about 780,000 pizzas will be distributed, the company said.

In “Spider-Man 3,” Peter Parker manages to strike a balance between his love for M.J. and superhero duties. Things begin to turn dark, however, when his Spider-Man suit mysteriously turns black and his powers become enhanced. Peter soon begins to neglect the ones he loves. But when two new villains come to town, Peter must face his biggest battle and find his way back to his heroic roots.

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