As part of its content partnership with Sony Pictures, MTV promoted and premiered the trailer for the Spider-Man 3 video game from Activision and saw ratings jump 29%, according to The Hollywood Reporter.

For Fox's Fantastic Four: Rise of the Silver Surfer, MTV will use a different strategy to promote that film. On Pimp My Ride, tuner experts will transform a viewer's car into a Silver Surfer-themed vehicle complete with a built-in plasma screen and an Xbox 360.

MTV's Spider-Man 3 promotion also involves a sweepstakes that offers four prize winners the chance to come to New York to attend the movie premiere on Monday and a week of Spider-Man 3 events planned by Sony Pictures around the city. The winners will not only meet Tobey Maguire and the rest of the cast but will compete against them live when they become among the first to play Activision's Spider-Man 3 game on MTV's TRL.

Dont't forget to also check out: Pimp My Ride