Bringing Spideys old and new together was a masterclass in giving audiences what they want, and points to what Batman v Superman got so wrong

Fan service has come a long way since 2006, when studio New Line allowed its audience to basically crowd-think the entirety of Samuel L Jackson action epic Snakes on a Plane. Back then, somebody high up thought it would be a really good idea to start borrowing lines for Jackson to say (while fighting off those airborne reptiles) from a hyped-up geek community who had been spending most of their spare time discussing the unreleased movie on fan forums and blogs. The best/worst of them ended up being the legendary (for all the wrong reasons) line: “Enough is enough! I have had it with these motherfucking snakes on this motherfucking plane!” Up there with Jackson’s famous Ezekiel 25:17 speech about the path of the righteous man it really wasn’t.

This week Marvel and Sony have shown how to do fan service properly. And all it took was a staged meme featuring all three webslingers from global megasmash Spider-Man: No Way Home pointing at each other. The image recalls a famous still from episode 19 of the 1967-1970 animated Spider-Man show, in which a Spidey-impostor – clue, he’s really a criminal – tries to impersonate the masked wallcrawler. It’s since been used millions of times in social media posts, often to illustrate moments when celebrities meet each other (according to the Know Your Meme website).