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This is purely speculation on my part, but seeing how this particular "Death of Spider-Man" storyline is not taking place in their regular Amazing Spider-Man title (which is terrific, btw) and David Gabriel mentions this will "result in the biggest media exposure Marvel ever had," I think the new movie is going to be "Ultimate Spider-Man."
I just can't see any other way that this "Ultimate" tale of Spidey's death could lead to bigger media exposure than say the Fantastic Four issue we just saw - or even the Death of Captain America from 2007. If the movie is named "Ultimate Spider-Man" and in the comic Spider-Man dies - that sounds like "the big media exposure" to me.
To add to this, there have been "rumors" this movie is being based off the Ultimate version of Spider-Man and the fact that Andrew Garfield seems to resemble that version more - furthers the notion that the movie will be "Ultimate Spider-Man."
Source: Cosmic Book News
"Ultimate Spider-Man" sounds pretty cool though, even though I haven't read any edition of it — since it likely has a quite different storyline than "Amazing Spider-Man". However, knowing that people do recognize the resemblance of Andrew to Peter Parker and their approval are so delightful to me!
