Mumbai: Radio City has tied up with Sony Pictures Entertainment for the release of the blockbuster Spiderman 3. There will be fun trivia and behind the scene knick-knacks on the making of the movie with on-air contests allowing listeners to win couple movie tickets everyday till 18 May, 2007.

Radio City listeners can also get up-close and personal with the friendly neighbourhood hero and his beloved Mary-Jane through exclusive interviews of the lead pair -Tobey Maguire and Kirsten Dunst.

There will also be a Give in to your Dark Side contest. Up for grabs for a lucky family of 3, is an all-access tour to New York to Sony Pictures studio for a guided tour of locations where Spiderman 3 was shot. To be part of the contest one can tune in to the Radio City Breakfast Show from 21-26 May, 2007!

Radio City national head marketing Rana Barua says, " We are extremely excited to join hands with one of the most awaited films of the season! Innovation is important for listener stickiness and we at Radio City are known for pioneering innovative content. Through innovations in conceptualization and packaging across functions, we seamlessly integrate special listener features into our regular programming. These special features convey the value added benefits of our client`s offerings to listeners in an engaging manner for an overall amplified experiential effect.

"Thus while Radio City continues to entertain listeners with music expertise, which is our core competency, we aim to keep building the effectiveness of the brands associated with us in a more comprehensive manner and thereby add value to our advertisers."