We knew we were going to reveal Spider-Man's identity at the end of the movie, and it had to be through the media somehow. And then you start talking about, what is the main media in Spider-Man comics, and it has always been The Daily Bugle. And then so you start talking about what The Daily Bugle might be now. And then we started talking about J. Jonah Jameson, and it's like... it's gotta be him. Like, there was never any discussion about it being someone else. Like, it's gotta be JK Simmons. The question was just, would he do it? …

It was an amazing meeting. We saved that until the very, very, very end because we wanted to keep it a secret and we didn't want it somehow [get out]. We shot it in like a conference room at Marvel with like a green screen set up. It was funny because it was the exact same setup that we shot, essentially, the kid's news from the beginning [of the movie]. … It was just him and a desk and a green screen. He just launched into it, and it was amazing, because I was just watching the movie. I asked him, I said, ‘Is this weird?’ And he's like, ‘It's a little weird.’ But he just stepped right back into the role. And it was, it was, I had goosebumps.